Global shakes up canned cocktail market

Shake Baby Shake RTDs

Independent drinks company Global Brands has launched a new cocktail brand, Shake Baby Shake.

Available in two flavours – Passion Fruit Martini and Raspberry Mojito (both ABV 4%) – the Shake Baby Shake RTDs are made using natural fruit juices and spirits to create “smooth on-the-go cocktails that capture the authentic tastes of a sophisticated bar-serve”.

Both variants are available in 4 x 250ml multipacks (RSP £5) and as single cans. For the 250ml singles, Passion Fruit Martini RSPs at £1.95 and Raspberry Mojito at £1.50.

The launch is supported by ‘#shakeitup’, a social media campaign with a focus on influencer marketing to showcase the Instagram-friendly animal print cans. This has already reached three million consumers, and has been featured by influencers such as Charlotte Crosby, Laura Anderson and Emily Atack.

To further boost brand awareness, Shake Baby Shake is also running a Facebook competition to win a year’s supply of its cocktails.

Christian Sarginson, Brand Controller at Global Brands, commented: “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.”

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