RTD Feature RTD’S
ALL COMMENTS ARE PROVIDED BY CHRISTIAN SARGINSON, SENIOR BRAND MANAGER, AT
Global Brands is the biggest player in the on trade RTD category and continue to support it with multi-million-pound investment across its market leading RTD range, Hooch, VK, Hooper’s and innovation.
Operators can maximise sales in the RTD category by staying on top of trends and stocking a range of products and flavours with a point of difference.
2016 was an incredible year for VK as it currently sits at the top spot for best-performing RTD in the on trade, growing +8% in volume and +8% in value* cementing its place as the number one choice for students**.
VK’s mixed flavour range appeals to consumers’ evolving palates.
Fruitier flavours are becoming increasingly popular and VK is the first and only traditional RTD to tap into these trends with its range of seven great tasting flavours.
With the best ROS among 500ml RTDs in the on trade*, Hooch Alcoholic Lemon Brew has also capitalised on this growing trend. Following consumer demand for more complex and exotic flavours, Hooch has also extended its range to include new passion fruit and mango flavour, Hoola Hooch. The sparkling alcoholic drink contains real fruit juices and combines the sweet tones of mango with a fresh but juicy tang of passion fruit, causing an explosion of flavour with Hooch’s signature sharp citrus taste.
RTS cans are currently the fastest growing format in the RTD category, having grown
by +9.4m¬ in the last year alone and are now worth 115m¬. This trend is driven by consumers looking for a new, convenient way to enjoy alcohol.
Traditionally British drinks brand Hooper’s Alcoholic Brew has taken advantage of this growing trend by launching a new 250ml can format for their most popular flavour, Dandelion & Burdock. Hooper’s stylish sleek can format offers versatility and is perfect for those outdoor drinking occasions.
www.globalbrands.co.uk
* Source: CGA MAT P10 2016 **NUS Student Drinks Trackers, 2016, 15 and 14 ¬Source: nielsen 52 we. 13.08.16
40 FEBRUARY 2017
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