AG Barr is expanding its footprint into the UK’s ready-to-drink category with the launch of KA Remix. Bringing bold and authentic Caribbean flavours, the four-strong range offers vibrant and refreshing serves mixed with Caribbean white rum: Black Grape, Fruit Punch, Pineapple and Karnival Twist.
Launching this June, KA Remix has been created to help retailers capitalise on the growing RTD category – now worth £645M, up eight per cent YOY with long drinks making up nearly half (47 per cent) of this. Hitting shelves just in time for summer, the range aims to tap into shoppers who are increasingly looking to spontaneously grab drinks – whether en route to a social occasion, to be enjoyed at the park, or at a festival with friends.
The launch comes as rum continues to rise, as the UK’s second-fastest growing spirit in the off-trade, now worth over £1B in sales every year, and served up in a third of cocktails in the on-trade in the UK. KA Remix takes a classic Caribbean white rum, mixing it with the iconic and refreshing fruit flavours of KA soft drinks, ready to drink in a convenient 330ml can.
“Long drinks are a booming part of the RTD category and we know mixing an iconic soft drink will help deliver profits for retailers – bringing new shoppers into the category, as well as delivering a hit of nostalgia for existing RTD drinkers," said Lucy Henderson, Marketing Director of AG Barr.
“We wanted to create a new offering that brings fresh energy to the category, providing excitement and diversity, while tapping into the taste preferences of today’s drinkers and we think KA Remix is the perfect combination.”
The launch of KA Remix marks an exciting chapter for AG Barr, which has a new focus within the alcoholic drinks market in the UK. Having bought the UK’s leading cocktail brand FUNKIN COCKTAILS a decade ago, AG Barr has recently bolstered its leadership team with strategic hires to build on this momentum and grow the alcoholic drinks channel.
KA Remix Black Grape, Fruit Punch, Pineapple and Karnival Twist (6% ABV, 300ml, RRP: £2.79) will be available in wholesalers including Booker, Bestway & Dhamecha across the UK.
