Canned cocktail brand Shake Baby Shake is once again capitalising on current flavour trends with the launch of Tropical Daiquiri. The fresh exotic flavour combining Shake Baby Shake’s signature smooth and silky texture with a sweet and tropical fruity punch. Flavoured with mango and pineapple, two flavours which have been growing +17% YoY[1]in drinks, as well as incorporating other exotic fruits mixed with white rum, to create a delicious tropical blend, Shake Baby Shake expands on the success of the Passion Fruit Martini and Raspberry Mojito which are now worth of £1.73 million just nine months post launch.[2]

Inspired by catwalk fashion Shake Baby Shake is known for its bold animal print cans that stand out on shelves, the Tropical Daiquiri is no exception, boasting a gold snake skin 250ml can it fits in with the Shake Baby Shake squad 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.

With an RRP of £1.50 per can and with a 4% ABV it is also available in a four pack format. Listed in Sainsbury’s and available for convenience purchase, Tropical Daiquiri is a perfect opportunity for retailers to take advantage of a rapidly expanding category and an appealing, on trend flavour and aesthetic.

Christian Sarginson, Brand controller at Global Brand’s said of the launch:

“We’re really excited to welcome Tropical Daiquiri into the Shake Baby Shake squad. Canned cocktails are at the forefront of RTD innovation, driving the category forward and with its deliciously exotic taste and fashion forward can we can’t wait to see Shake Baby Shake Tropical Daiquiri become a summer smash.”

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 Tropical Daiquiri is an Instagrammers ultimate accessory.

[1] CGA’s mixed drinks report Q1 2019

[2] Nielsen RTD dataset 9.11.19

[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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