Canned cocktail brand Shake Baby Shake has unveiled a new Watermelon Daiquiri flavour (ABV 4%).
The launch taps into a blossoming demand for watermelon flavour in alcoholic drinks, which has grown 63% year-on-year.
Shake Baby Shake’s newest cocktail combines watermelon and lime, mixed with white rum. It joins an existing line-up of Martini, Raspberry Mojito and Tropical Daiquiri flavours, which are now worth £1.73m.
The launch is supported by influencer-driven social media activity.
Charlotte Leaver, Senior Brand Manager at Global Brands, said: “As canned cocktails continue to drive the RTD category forward with exciting innovation after exciting innovation, our new Watermelon Daiquiri is sure to be a summer smash. The flavour encompasses all that is great about the Shake Baby Shake brand; a fantastic, mouth-watering on-the-go cocktail in totally gorgeous, Insta-worthy packaging.”
The Shake Baby Shake range is available in 250ml individual cans, four packs and a 2.25 litre bag-in-box.