- Launching in mid-October, the 15% ABV liqueur taps into the growing pickle flavour trend, projected to reach £1.5 billion in 2034*
- Available in a 70cl bottle, the liqueur brings a playful twist to drinking occasions
Leading drinks producer, Global Brands, is tapping into one of the world’s fastest-growing flavour trends with the launch of Pickly Pete’s Pickle Liquor, a new 15% ABV pickle-flavoured liquor designed to bring a playful twist to at-home drinking occasions.
Launching in mid-October in a 70cl bottle format, Pickly Pete’s Pickle Liquor arrives as consumer interest in pickle-flavoured food and drink continues to surge. With the value of pickled products in the UK currently worth £686 million and projected to reach £1.5 billion in 2034*, Pickly Pete’s Pickle Liquor is the first of its category within the UK, offering a distinctive new way to explore the increasingly popular flavour.
With taglines including ‘Relish Every Shot’ and ‘Kind of A Big Dill’, the brand has been developed with Gen Z and millennials in mind – alongside lovers of all things pickles – to create an accessible entry point for pickle fans, while tempting those new to the flavour to try something different. Its playful positioning is designed to appeal to consumers looking to discover new flavours and experiment with drinks.
The new liquor reflects the growing influence of pickles across food and drink as pickle-related social conversation continues to increase year-on-year by +11.5%**. From KFC launching a limited-edition pickle-focused menu to Dua Lipa’s viral pickle juice and Diet Coke combination, the flavour has developed from a niche food trend into a broader cultural phenomenon.
Designed to be enjoyed in a variety of ways, Pickly Pete’s offers consumers plenty of opportunities to experiment with the flavour. A straightforward 25ml shot provides a simple way to enjoy the liqueur, while its versatility lends itself to easy-to-create cocktails for social occasions. The liquor can also be utilised in a variety of cocktails, from the ‘Pickle-Rita’ which combines Pickly Pete’s Pickle Liquor with a margarita mix, to the ‘Cuba Lipa’, inspired by Dua Lipa’s pickle and cola combination.
Thomas Fox-Owens, Senior Brand Manager at Global Brands, commented: “Pickle as a flavour has become a cultural phenomenon and we’re seeing that momentum continue to build across food, drink and on social media. With Pickly Pete’s Pickle Liquor, we wanted to bring that momentum to the drinks category with something truly interesting and different.
“Following the launch of our Japanese-inspired liqueur ASUKI earlier this year, we wanted to follow up with a quirky new launch. Whether Pickly Pete’s is used as a straight a shot, in a highball inspired by Dua Lipa or within a Margarita as a perfect ‘partner in brine’, we can’t wait for everyone to try it themselves. We’re delighted to bring something new to the category and give consumers a fun, flavour-led option to explore.”
For listings enquiries, please contact enquiries@globalbrands.co.uk.
* CGA PO2 and Technavio Trend Report
** CGA, Flavour Trend Report
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