13/08/2020 – News / Beverages / Cocktails / Wine / Sipful Drinks / UK
Sipful premium canned cocktails and wines to crack open booming RTD market
An innovative UK firm has just launched Sipful Drinks – a range of premium canned cocktails and wines that focus on authenticity and balance for flavour by using only natural ingredients.
Canned ready-to-drink (RTD) beers, wines and spirits have been surging in popularity in recent years, with the UK canned wine market growing an extraordinary 125 per cent in the year to August 2019, creating a £3.6 million market opportunity.
Sipful Drinks was established by husband and wife team Darius and Emily Darwell (pictured) in response to this rapidly growing demand among consumers for premium, naturally-sourced canned wines and cocktails.
Treading the natural, premium path
The genesis of the new range was inspired by the Darwell’s experiences of hiking, camping and wild swimming in the Lakes and Yorkshire Dales. “Whenever we set out on an adventure together, we’d usually pop a craft beer or two in the rucksack,” Emily told us. “I was always hoping to find an alternative that would be more easy-drinking, but there just wasn’t anything that provided the quality and natural taste I was looking for.” After searching in vain for a ready-to-drink wine or cocktail that avoided the artificial, overly sweetened taste, Emily’s idea and Darius’s experience as a professional brewer saw the Sipful journey commence.
The couple was surprised at the lack of options available in comparison with the thriving British craft beer market. Darius explained he was shocked at the lack of options available, “particularly at the premium end of the market; if you’re looking for something that uses natural ingredients and is free from additives – and like us, you want to avoid using plastic or glass – the options available are few and far between,” he observed.
Healthy growth trajectory
The first line of the new range includes a Classic Mimosa, Blood Orange Mimosa and a Peach Bellini – all of which are made with real fruit, natural flavours and colours, and are mixed with organic Spanish bubbly wine. The Airen white wine, from La Mancha in central Spain, is also available on its own in a separate can.
Drinks market analyst IWST has predicted that the RTD market as a whole in the US will grow by 23 per cent between 2019 and 2023 – and the UK is expected to follow a similar trajectory, with consumers increasingly choosing better quality, healthier, lower-calorie and lower-alcohol products.
With this healthy growth trajectory in mind, the company is now looking to further expand its range in the near future, including the introduction of a Sangria alongside a “low and no alcohol” range.
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