Global Brands has launched a new ready-to-drink (RTD) canned cocktail brand: Shake Baby Shake.
The 250ml cans come in two flavours: passion fruit martini; and raspberry mojito (4% abv). The range is available to c-store retailers now in singles or multipacks of four (rrp £1.80 and rrp £5 respectively).
Commenting on the launch, Christian Sarginson, brand controller at Global Brands, said: “At Global Brands we have spearheaded innovation within the RTD category for the past 20 years. Quality and premiumisation are key trends at the moment which we look to when developing our products, not only with our ingredients but also with the aesthetics of the brand’s design. Shake Baby Shake cans stand out on shelves and appeal to shoppers who are proud to share statement serves on social platforms.”
The rollout of Shake Baby Shake is being promoted on social media, using the hashtag #shakeitup, and influencer marketing will support the launch on Instagram.
A social media competition will also offer consumers the chance to win a year’s supply of Shake Baby Shake cocktails. Competition ends on 31 August.