Global Brands creates ‘bar-quality’ RTD line

UK-based Global Brands has released a new range of ready-to-drink (RTD) canned cocktails under the name Be.

The Be line initially launched in the UK with five canned cocktail flavours: a Passion Fruit Martini, a Piña Colada, a Strawberry Daiquiri (each 200ml and nitro-infused), a pre-shaken Margarita (250ml) and a sparkling Paloma (also 250ml).

Each expression retails for £3 (US$4) and has an ABV of 8.4%.

Marketing director at Global Brands, Matthew Bulcroft, said: “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.

“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.”

The company has confirmed listings in more than 400 stores across the UK with an unnamed larger grocer. Currently, the Pina Colada, Passion Fruit Martini and Strawberry Daiquiri are available to order from Good Time In and Amazon, with the rest following in April.

Bulcroft added: “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 100% 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.”

Global Brands will roll out a major marketing campaign to support the launch, across PR, digital and social media channels, and out-of-home (OOH).

The company’s portfolio also includes Hooch, Franklin & Sons and Corky’s, as well as RTD brand VK, All Shook Up and Shake Baby Shake.

According to NIQ RTD data from 4 November 2023, the off-trade RTD category is worth £529m (US$675m) and growing 22% year on year. The segment is one of the fastest-growing spirits sectors in the world.

In the US, data from behavioural research platform Veylinx showed the demand for canned cocktails is up 20%.

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