HappyDown canned cocktails hit UK retailers

HappyDown canned alcohol cocktails will be available in UK supermarkets from June this year. The brand will initially be launched with an exclusive at 70 Morrisons supermarkets.

HappyDown is a range of sparkling cocktails which come packaged in a vibrant, on-the-go format.

The drinks come in three flavour combinations: lychee and guava infused with chilli, lemon and cucumber infused with mint, and raspberry and pomegranate infused with basil.

The drinks contain only natural flavourings, have zero preservatives, are gluten free and contain only 44 calories/100 ml. The ABV of each drink is 4% and the alcohol component is fortified wine.

HappyDown has been created by Paritosh Bhandari and Vishal Mair, the founders of Tipple Brands Limited who have been developing and perfecting the product since 2015.

Paritosh Bhandari says: “back in 2012 there was a paradigm shift happening towards 'better, craft products' within both, the drinks and the food space. Craft beers were sweeping the world of beers and the craft movement was beginning to take wings in the spirits space. But when you looked at the premix/ready-to-drink category, the consumers were still grappling with synthetic tasting, weirdly colored sugary drinks. As a result they started moving to other categories like flavoured ciders or craft beers. Our fundamental aim was to liberate the drinkers from the ordinary and the artificial and offer them something far more natural tasting, refreshing and exciting – all done in a very craft manner.”

The brand is planned to be retailed at £2.20 per 330ml unit and will be available in select Morrisons stores nationwide. For a limited time period, there will be an introductory offer price on the brand in these stores.

20 May 2017 - Sam Coyne The Drinks Report, news editor