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BuzzBallz Cocktails has launched a new campaign targeting the UK’s independent, community and convenience retail sector.

Activity includes trade marketing, advertising, social and PR to drive wide awareness of the range and the opportunities for retailers and store managers. The campaign focuses on how BuzzBallz Cocktails is carving a new position in the category with its higher abv ‘bar-strength’ premixed cocktails in a single serve format.

The brand also unveiled its fleet of BuzzBallz Cocktails brand builders – a dedicated team and new vehicle livery charged with travelling the country and taking the brand in to convenience retailers, independent stores and off licenses. They will drive brand awareness, secure further distribution and act as ambassadors for the brand, advise on best merchandising practice, and host tastings. BuzzBallz Cocktails will also take space at key trade shows and events this year.

It is also offering retailers bright, branded POS, including free-standing display units, wall-mounted fixtures, counter and chiller racks, signage and shelf talkers.

David Relph, Buzzballz Cocktails country manager UK and Ireland, said: “Convenience is a critical channel for BuzzBallz Cocktails and off the back of immediate success since last summer, we’re expediting our strategy and placing increased focus on the channel. Our goal is to help retailers make the most of our range and demonstrate the profit potential for each store that stocks the products.

“We know the RTD category is thriving but there’s still a limited choice for consumers, with most brands offering a similar positioning of low abv drinks. There is a trend for premium, premixed cocktails for at-home consumption and consumers are looking for simple, versatile, great-tasting serves that bring excitement to occasions, and the colourful BuzzBallz Cocktails bar-strength range is a fantastic option.

“Summer 2023 will be key as there will be so many opportunities to tap into once the good weather kicks in. Think big nights in and cocktails in the home, movie and sports viewings, parties, BBQs, pizza nights and summer gatherings in the garden. The on-the-go opportunity is huge too for RTDs within convenience, whether for taking to a festival or event, or to enjoy in a park or picnic.”