- New flavours Hawaiian Daiquiri and Violet Cosmo join on-trend range created to be ‘Instagrammable’
- ‘Bag in box’ sharing format also launches with popular Passion Fruit Martini and Flamingo Colada flavours
- Drinks launch exclusively in Tesco stores nationwide
Independent drinks company Global Brands is continuing to raise the benchmark for canned cocktails with two new flavours and a new format being added to the All Shook Up range.
Hawaiian Daiquiri and Violet Cosmo join the existing range, which launched exclusively in Tesco in April 2018 and within 12 months had gained 15%* of total supermarket sales of canned cocktails. Two flavours featured in the original line-up for All Shook Up; Passion Fruit Martini and Espresso Martini, with a third flavour – Flamingo Colada – added in September 2018.
Like the rest of the All Shook Up range, the new on-trend flavours are non-carbonated and made using natural fruit juices and flavours. This creates a more authentic tasting cocktail, akin to an on-trade serve, which has satisfied customer demand and inspired the range extension.
Christian Sarginson, Brand Controller, Global Brands, explains: “Working in partnership with Tesco, All Shook Up was created to challenge and change the pre-mixed cocktail category in the off-trade in response to consumer trends. Expertly mixed on-trade cocktails are as much about quality ingredients and great tastes, as they are about the actual style of the serve and All Shook Up captures this perfectly. Natural ingredients deliver on taste, while the can has been designed with Instagram in mind to make it shareable on social media and a part of the at-home serve and drinking experience.”
The new Hawaiian Daiquiri combines the classic flavours of a rum daiquiri with the tropical tastes of pineapple, mango and passion fruit, while the Violet Cosmo is a floral twist on the world-famous cosmopolitan cocktail. Both drinks are available now from Tesco with a 4.5% ABV, £1.50 RSP and sold in sleek and Instagrammable 250ml cans.
Global Brands has also added an extension to the popular All Shook Up Passion Fruit Martini and Flamingo Colada flavours, with a 2.25 litre cocktail bag in box. Available in Tesco stores at £12, the SKU has been developed specifically for sharing during the summer season, with the format perfect for sharing with friends from parties to picnics and big-night-ins to BBQs.
Christian adds: “Innovation, quality and style are core values of All Shook Up and the new Bag in Box format encapsulates all of this; enabling drinkers to serve perfect cocktails time after time at BBQs and house parties over the summer, all in a pack that looks beautiful and is fit for any table centerpiece or Instagram feed. Violet Cosmo and Hawaiian Daiquiri bring our range up to five trend-led cocktails, all delivering the most in demand flavours in packaging that drinkers are proud to share on social media, and are even starting to match outfits too! We’re all set for a great summer of sales.”
* Nielsen RTD category update, 52 weeks ending 20th April 2019, shows total canned cocktails across all multiples were worth £17.9 million, with All Shook Up accounting for 15% of this market share at £2.7m.