Spirits makers brand ready-mixed drinks

UK spirits manufacturers are launching a new sector for ready-mixed drinks with their own brand names.

Westbay Distributors is launching a flavoured schnapps product called Metz under the Martini banner.

It is understood the brand extension will be launched nationally on TV with a 2m spend through the HHCL Brasserie, an offshoot of Martini agency HHCL & Partners.

At the same time, Pernod Ricard’s UK division Campbell Distillers is seeking to revitalise its ailing Pernod brand with the launch of Hex, a pre-mixed Pernod and blackcurrent drink.

And whisky manufacturer William Grant is launching a tequila-based Marguerita called Cancun.

The new sector is seen as the next stage on from the alcoholic carbonates market, where brands such as Hooper’s Hooch and Two Dogs alcoholic lemon have achieved national success since last summer’s launch.

The development of new categories is crucial to drinks manufacturers, who have seen a steady decline in their core markets.

The sector is targeting an adult market. One observer says: “The pre-mixer market has grown up, and manufacturers will put a lot of money into this big new area.”

Comments

    Leave a comment

    Close

    Discover even more as a subscriber


    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now