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    Global Brands to launch premium RTDs – be. cocktails

    The global producer and distributor of delicious RTD drinks, Global Brands, is this week launching a premium range of 8.4 per cent ABV cocktails named “be.”

    Global Brands will initially launch five of the most popular cocktails in the UK, made from the finest spirits and juices including Passion Fruit Martini, Pina Colada and Strawberry Daiquiri (200ml) all of which are nitro infused for a smooth, velvety texture. They will be sold alongside a pre-shaken Margarita and a sparkling Paloma (250ml) that satisfy the growing appetite for tequila and tequila-based cocktails.

    The launch of be. into the ever-growing premium canned cocktail market is a strategic move from the drinks giant, which already produces successful cocktails brands like Shake Baby Shake and All Shook Up.

    In Great Britain, the off trade RTD category is worth £529m and growing 22 per cent year on year with premium branded cocktail cans helping to fuel this growth with a 36 per cent increase in sales.

    Such is Global Brands confidence in its new brand and the RTD/RTS premium canned cocktail sector as a whole that it is supporting the launch of be. with a major marketing campaign. This will be split across off trade, on trade and consumer and incorporate marketing tactics such as PR, digital, social media and OOH.

    Alongside off-trade sales, Global Brands has had great feedback from on-trade “dark bars”, where speed of service with top quality liquids is paramount. It has already had a number of promising leads from premium bars, hotel chains and airlines.

    “As the number one off-trade canned cocktail provider, we’re already expert at what we do, and we have the infrastructure in place to do it well and at scale,” said Marketing Director Matthew Bulcroft. “We’ve invested over a year developing be. cocktails and during that time we’ve been able to bring together all the best qualities a cocktail should have into one can, using industry insights that have influenced flavours, textures, price, design and ABV.

    “We truly believe these are the best liquids we’ve ever produced and are the best in market cocktails in a can, delivering on look, taste and overall experience. They are one hundred per cent bar-quality cocktails. The range is aimed at females from 25-45 who are looking to enjoy a delicious, fresh tasting cocktail from a can, whether they’re relaxing in the bath, having a laugh with friends or sitting on the train ahead of a big night out.”

    be. canned cocktails are 8.4 per cent ABV with a RRP of £3 per can.

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