All Shook Up cocktails launches its new flavour Flamingo Colada, hitting shelves this week. Flamingo Colada is a delicious, fruit flavoured twist on the classic Pina Colada. Available exclusively in 350 Tesco stores across the country the RTS can is a mix of natural coconut, grenadine and lime flavours shaken with white rum and fruit alcohol making for a taste that transports you to an exotic paradise.
Priced at £1.25, Flamingo Colada comes in 250ml cans, with aesthetics tapping into fashion, beauty and social culture. The 4.5% ABV millennial pink liquid is paired with a chic and brightly patterned flamingo decorated ‘Instagrammable’ can design, adding a touch of pink to the pre-existing All Shook Up line up, Passion Fruit Martini and Espresso Martini.
An innovation by leading RTD experts Global Brands, the original All Shook Up flavours launched exclusively in Tesco in mid-April, going viral and far exceeding initial targets, leading to sell outs across the country; with the brand already worth nearly £1m[1] Retail Sales Value in the off trade.
Successfully blowing up on social media upon launch, selling hundreds of thousands of cans per month, All Shook Up consumers went wild for the new flavour, in particular the Passion Fruit Martini variant. With All Shook Up social content and PR coverage already reaching 17,700,000+[2] consumers, they predict Flamingo Colada will take the brand to the next stage of Instagram domination.
All Shook Up Brand Controller Christian Sarginson, said: “Flamingo Colada marks an exciting time for Global Brands as we expand our All Shook Up brand in Tesco. Consumers are demanding new, on trend flavours to tie in with their fast paced, social media driven lifestyle. Through the launch of Flamingo Colada, we are combining one of the nation’s best loved cocktails, together with one of the biggest trends of this year; flamingos. Plus, canned cocktails are growing +30% in value and +28% in volume YoY[3] in volume YoY as ease becomes one of the number one factors when 18-24-year olds purchase drinks.”
All Shook Up was created with the aim to be a ‘fashion accessory’ with ‘shareable’ potential on social media. The total off trade RTD market is worth £269m, growing +13% (+£31m) YoY, with Global Brands adding +£2.2m to the category[4].
[1] Nielsen 52 we 08.09.18
2 GBL Data, 2018.
3 Nielsen 52 we 08.09.18
4 Nielsen 52 we 08.09.18
[1] Nielsen 52 we 08.09.18
[2] GBL Data, 2018.
[3] nielsen 52 we 08.09.18
[4] nielsen 52 we 08.09.18
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