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The Drinks Report’s ready-to-drink report: April

We’re looking back at the ready-to-drink news from April. In this month’s round-up, we see the first RTD release from brandy maker Bardinet, new flavours from well-established brand Moth, and more.
 
Bardinet releases first RTD
Bardinet has announced its first entry into the ready-to-drink market, with Bardinet Brandy and Ginger Ale. With the new canned drink, Bardinet hopes to recruit a “new generation of brandy drinkers”. The RTD is currently available in Morrisons stores, with further rollouts in retail outlets expected.
 
Brand manager Léna Rusek said: “This innovation highlights our unwavering commitment to pushing boundaries and attracting new enthusiasts while resonating with the evolving preferences of today’s drinkers. Bardinet Brandy and Ginger Ale offers a seamless blend of tradition and convenience, tailored for those who prioritise quality without compromise.”
 
Mixtons “cocktails with a twist” makes deal with indigo at the O2
RTD cocktail brand Mixtons has made an exclusivity deal with indigo at the O2, making it the only RTD range available from the venue bar. Mixtons specialises in familiar cocktails with unexpected flavours — such as Dragon Mojo, its dragonfruit mojito, and Guilty Passion, a passionfruit martini with mango and lychee. 
 
Mixtons recently announced it had updated the recipe for its Spicy Melons cocktail, a chilli and watermelon margarita, to increase the spice level. 
 
Moth adds two flavours to RTD range
RTD brand Moth has released two new canned cocktails. The Cosmopolitan and Paloma bring Moth’s range to 10 cocktails, available across the UK in Waitrose and Sainsbury’s supermarkets.
 
Moth, which became a B Corp in 2023, regularly works with independent British distillers to source the spirits for its cocktails, including Oxfordshire’s Wood Brothers Distilling Co for the vodka in its Cosmopolitan.
 
White Claw ad campaign challenges loneliness
Hard seltzer brand White Claw has launched its new campaign, “Grab Life by the Claw”, in the US. The campaign encourages social connection, positioning the drink as a way to bring together isolated friends.
 
Isabelle Sakai, global chief marketing officer, Mark Anthony Brands International, commented: “The White Claw brand exists to refresh social connection, and with this new platform and US campaign we intend to inspire our fans to say ‘yes’ to getting out there and experiencing something spontaneous and inspiring together.”
 
Badwater Tequila launches with three canned cocktails
New RTD brand Badwater Tequila has released its first canned cocktails. The Lime Margarita, Pineapple Crush, and Grapefruit Paloma are the brand’s first releases since it pivoted from its original range of Tequila-based hard seltzers launched in 2023.
 
Alongside the new releases, Badwater has announced a three-year agreement with wine and spirits distributor Proof Drinks, with a focus on the off-trade. “BadWater has its sights set on becoming the number one, ready-to-drink tequila brand in the UK and Europe,” said founders Dan Spurr and TV personality and singer Wes Nelson.
 
Catch up on March’s RTD report here.

3 May 2024 - Lucy Schofield