New Scots producer seeks to shake up canned cocktail market

Whitebox cocktails

Whitebox, a new canned cocktail company has launched in Edinburgh, after its Negroni drink sold more than 60,000 cans.

Based on the motto – ‘better canned cocktails’ – all Whitebox products are mixed to adapt to being stored in cans and have similar ABVs to drinks served in cocktail bars.

The eight-strong range (RSP £3.50 to £7) includes classic cocktails such as martinis, old fashioneds and whisky highballs, as well as collaborations with some of the best cocktail bars from around the world, with each product made to its own bespoke recipe. More cocktails are due to be launched in the coming months.

Forecast to be the fastest-growing alcohol sector over the next five years, according to the IWSR Drinks Market analysis, the RTD space is booming, with retail volume sales increasing by 24% year-on-year.

Ben Iravani, Whitebox CEO and co-founder, commented: “Wherever you are, take a look in your nearest store, you’ll see formulaic brands doing cocktails by numbers. We are doing the opposite. Each cocktail is unique and excellent, and the passion we have for making excellent drinks comes through in every detail.

“With Whitebox we’re not going to take the traditional approach of branded line extensions. We’re just going to make the best possible canned Negroni. If you like it, try our other drinks. It is refreshingly simple, and an enjoyable way to create our products.”

Retailers should email orders@whiteboxdrinks.com for stock enquiries.