27/10/20 – Products / Drinks / Cocktail / RTD / Gin / Vodka / Low Calorie / Vegan / Kingsland
Kingsland Drinks expands portfolio with RTD pre-mix cocktail range
Manchester-based Kingsland Drinks – one of the UK’s leading independent drinks companies – has launched a range of gin and vodka pre-mixed cocktails.
The four-can range, Mix Up, boasts premium flavour for an affordable price. The collection includes a classic gin & tonic, as well as a diet tonic offering, a strawberry-infused ‘pink’ gin & tonic, and a refreshing vodka, lemonade & lime.
Mix Up is a spirit mix in a can aimed at shoppers looking for a value on-the-go drinks experience – one that doesn’t skimp on quality. This all-vegan range is also a low calorie offering at under 60kcal per can.
Convenience is key for pre-mix consumers
According to a recent study undertaken by Kantar, this year the pre-mix category has grown by more than two million shopper occasions and is currently the second largest alcohol occasion after single spirits.
“With consumers increasingly shopping to ‘stock up’ their cupboards, we have seen the pre-mix cocktail category grow due to the demand for multi-buys,” observed Nathan McGivern, Kingsland Drinks’ Marketing Manager for Mix Up.
“Much like shopping for beer; pre-mix consumers are looking for the convenience of having their go-to spirit combination in the fridge for when they fancy one.”
The category’s new disruptor
Mr McGivern added that the Mix Up brand had been developed to tap into informal drinking occasions where convenient, lower calorie options are in strong demand. “We know consumers are looking for value,” he told us. “This range is an attractive entry-level, branded option, that looks and tastes premium, aimed at winning shoppers who are looking to have fun with their favourite drinks at an affordable price point.”
Disrupting the pre-mix category, Kingsland Drinks’ hopes to remain relevant to its target consumer. It plans to continually monitor new opportunities to adapt, or grow, the collection to ensure the Mix Up offering has something to suit a wide range of taste and flavour portfolios.
The new brand will be supported with a social and influencer focused campaign over the coming months.
The drinks are currently available in 250ml cans, in Co-Op, Nisa and Costcutter stores, RRP £1 per can.
Earlier this year, Kingsland Drinks dramatically expanded operations at its Manchester site with a new £1.2 million canning production line capable of producing 80 million cans per annum, as the firm’s made its first foray into the canned wine market.