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

Summer has arrived, and with it comes a host of ready-to-drink (RTD) news. Following a familiar pattern, celebrity-founded brands made headlines in June with new launches. Elsewhere, Suntory Global Spirits appointed a new head of RTDs for North America and RTD giant White Claw revealed new flavours.
Jennifer Lopez’s Delola Cocktails launches Margarita
Delola Cocktails, the ready-to-serve cocktail brand co-founded and chaired by Jennifer Lopez, has added a pre-mixed Light Margarita to its range. The brand aims to provide botted cocktails with a lower ABV, less sugar, and fewer calories than “traditional” cocktails. Lopez commented: “By introducing Delola to the world, we wanted to provide world-class cocktails without all of the calories and effort.”
Quintessential Brands partners with Emily in Paris
Quintessential Brand has announced a collaboration with Netflix series Emily in Paris, to produce RTD Kir Royale cocktails. Chamère, the canned Kir Royale, was inspired by a storyline in the series in which the main character pitches a RTD Kir Royale to a client. The real-world release references the show in its packaging, targeting fans. It will roll out in markets in the UK, EU, US, Australia, and global travel retail in three formats: cans, 20cl bottles, and 75cl bottles.
Served launches summer campaign
Singer Ellie Goulding’s Served RTD brand has launched a consumer-focused campaign to promote its double-measure RTD cocktail range. The campaign, which the brand says is its largest to date, will take place across the UK with a focus on London, through locations the London Underground, railway stations, and other key sites selected by the brand. The creative for the “Summer’s Too Short for Bad Cocktails” campaign was made in partnership with Among Equals agency. 
19 Crimes and Snoop Dogg release new RTD brand
Wine producer 19 Crimes has announced a collaboration with its long-time partner Snoop Dogg for a new RTD brand. Cali Cocktails has two flavours made with an agave wine base. Kris Ann Brady, vice-president of marketing at 19 Crimes, said: “19 Crimes has always pushed the boundaries of traditional wine culture, and together with Snoop, we’re ready to disrupt the RTD space.” This isn’t Snoop Dogg’s first entry to the RTD scene; in February he announced ‘Gin & Juice’, released with rapper Dr Dre. 
Suntory Global Spirits appoints new RTD lead for North America
Drinks company Suntory Global Spirits announced the appointment of Carol Robert as manager director, United States RTD business. In the role, Robert will lead on growing the company’s RTD strategy and expanding its portfolio, which currently includes On The Rocks cocktails and -196. Robert moves to the role from Suntory Beverage & Food Great Britian & Ireland, where she was chief operating officer and oversaw Lucozade and Ribena. 
White Claw announces summer flavours
Hard seltzer brand White Claw has announced new flavours Passionfruit and Pineapple. The fruit flavours are timed for summer. White Claw is made with sparkling water, spirit, and natural flavour from fruit. The brand is available in the United Kingdom via Sainsburys. 

5 July 2024 - Lucy Schofield