Canned cocktail brand Shake Baby Shake launches new flavour

Independent drinks company Global Brands has introduced a new flavour under its canned cocktail brand Shake Baby Shake.

The new Watermelon Daiquiri joins Passion Fruit Martini, Raspberry Mojito and Tropical Daiquiri flavours in the range which is now worth £1.73 million.

The new cocktail combines watermelon and lime, mixed with white rum, to create a delicious on-the-go cocktail.

The design is inspired by catwalk fashion and the Watermelon Daiquiri cans boast a green and pink zebra print, providing striking stand out on shelves.

With the RTD category growing faster than the beer, wine and spirit categories in the off-trade, Global Brands said Shake Baby Shake’s new flavour launch will offer retailers the perfect opportunity to capitalise on this growth.

“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,” commented Charlotte Leaver, senior brand manager at Global Brands.

“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.”

The launch will capitalise on the social media success of the brand;s recent #ShakeItUp campaign to drive ROS, investing in influencer marketing to engage its target consumers.

Shake Baby Shake cocktails are available in 250ml individual cans, 2.25 litre bag-in-box, and four packs that are perfect for sharing.