Canned cocktail brand Shake Baby Shake is once again capitalising on current flavour trends, with the launch of Watermelon Daiquiri. This thirst-quenching flavour combines Shake Baby Shake’s signature smooth and silky texture with a sweet and sunshine filled hit. Watermelon Daiquiri expands on the success of the Passion Fruit Martini, Raspberry Mojito and Tropical Daiquiri which are now worth £1.73 million, and growing[1].

Watermelon flavour in alcoholic drinks has been growing +63% YoY[2]. Shake Baby Shake’s newest cocktail combines watermelon and lime, mixed with white rum, to create a delicious on-the-go cocktail. The design is inspired by catwalk fashion; the brand is known for its iconic bold animal print cans, providing striking stand out on shelves. The Watermelon Daiquiri is no exception, boasting a green and pink zebra print 250ml can it fits in with the rest of the Shake Baby Shake line-up perfectly.

The RTD category is growing faster than the beer, wine and spirit categories in the off-trade,[3] seeing +16.7%[4] value and +12.5%[5] volume growth YoY. Canned RTD’s dominate the value share of this category at 70%[6]  compared to bottles which own 30%[7]. Shake Baby Shake’s new flavour launch offers retailers the perfect opportunity to capitalise on this growth.

Charlotte Leaver, Senior Brand Manager at Global Brand’s said of the launch:

“As canned cocktails continue to drive the RTD category forward with exciting innovation after exciting innovation; our new Watermelon Daiquiri is sure to be a summer smash. The flavour encompasses all that is great about the Shake Baby Shake brand; a fantastic, mouth-watering on-the-go cocktail in totally gorgeous, Insta-worthy packaging.”

Capitalising on the social media success of the brands recent #ShakeItUp campaign, the launch plan for the new SKU will continue to utilise the power of social media to drive ROS, investing in influencer marketing to engage its target consumer. With its bold animal print exterior, Shake Baby Shake Watermelon Daiquiri is an Instagrammers ultimate accessory.

Shake Baby Shake Cocktails are available to purchase from the following at selected stores:

Sainsbury’s, Asda, Morrisons, B&M

Keep up to date on social media @SBScocktails

Website: www.shakebabyshake.co.uk

[1] Nielsen RTD dataset 9.11.19

[2] GNPD Mintel Q1 2019

[3] Nielsen RTD dataset 9.11.19

[4] Nielsen RTD dataset 9.11.19

[5] Nielsen RTD dataset 9.11.19

[6] Nielsen RTD dataset 9.11.19

[7] Nielsen RTD dataset 9.11.19

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