Bottle Green taps into RTD cocktail craze1st August, 2013 by Gabriel Savage
UK distributor Bottle Green has made its first step outside the wine category by forming a partnership with pre-mix brand Nuba Cocktails.
The move forms part of the Leeds-based distributor’s strategy of increasing on-trade business as it seeks to tap into the growing trend for higher quality RTD products as part of a wider UK mass market cocktail surge.
“Pre-mixed cocktails are at the forefront of an upsurge in the ready-to-drink spirits sector”, remarked Bottle Green operations & marketing director Richard Hitchcock. “The market is predicted to grow tenfold over the next five years to be worth £500m, if the current level of demand continues.”
Describing Nuba Cocktails as “ideally placed” to capitalise on this tend, Hitchcock highlighted the “immediate and ongoing commercial benefits” this product would offer both the on-trade and independent sectors.
Nuba Cocktails forms part of fellow Leeds-based company Euphoria Cocktails, which was established in 2011 by former KPMG accountant Vicky Novis after she identified a gap in the market for “quality, authentic tasting ready-to-drink cocktails”. The range currently features Mai Tai, Cosmopolitan and Mojito.
Explaining the benefits of this new tie-in, Novis commented: “Partnering with Bottle Green provides us with the ideal platform to raise awareness of the brand, widen our distribution and enhance the availability of Nuba Cocktails to on-trade multiples and wholesalers.”