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Mangrove UK signs first RTD brand Bloody Drinks

Drinks importer and distributor Mangrove UK has welcomed the first ready-to-drink (RTD) specific brand into its portfolio.

It has signed a deal with Bloody Drinks to promote and distribute its Bloody Mary-style cocktails from this month.

The brand was launched in 2018 by Bloody Mary enthusiasts Will Best and Harry Farnham. After launching exclusively in Selfridges in winter 2019, Bloody Drinks and its flagship RTD the Bloody Classic have found further success in 2020 including a recent listing with Sainsbury's and praise from The Independent and Evening Standard.

In an effort to build on its momentum in the on-trade, the brand has developed a bag-in-box formula to ensure an easier serve with minimal packaging and waste.

The RTD sector has seen a boom during the coronavirus pandemic as more consumers look for a portable drinks solution to consume during socially distanced outdoor gatherings.

Will Best said: "We're really excited to join the team at Mangrove and look forward to building our brand in partnership with them. Their on-trade expertise is well known in the industry and we anticipate a bright future with them."

Nick Gillett, managing director of Mangrove UK, said: "The rise of the RTD sector is fast and furious, however, in my view, enduring brands will be the ones with quality ingredients and a good plan. Bloody Drinks has had fantastic successes and I am looking forward to growing market share in both on and off-trade for this maverick and edgy brand."

The Bloody Classic is available at Selfridges, Sainsbury's and a number of independent bottle shops, delis, cafés and restaurants.

16 September 2020 - Bethany Whymark