Global Brands unveils low-sugar RTD line

UK-based Global Brands is tapping into the low-calorie drinks trend with the launch of a low-sugar ready-to-drink range, called Crooked Beverage Co.

The new RTD line is made with all natural flavours, colourings and real fruit juice

Available in three variants – Dayglo Skies (Raspberry & Lime) Mother Moon (Pomegranate & Peach) and Midnight Stage (Blood Orange & Passionfruit) – the range is made using all natural flavours, colourings and real fruit juice.

Targeted at 20-30 year olds, Crooked Beverage Co is described as a cross between ready-to-drink (RTD), fruit cider and craft beer.

It features a malted base with an all natural fruity body to provide a “sweet, but not sickly” alternative to millennials seeking a low-sugar option.

“Crooked Beverage Co is something completely and truly different and with that it opens up a new realm of possibility,” said Charlie Leaver, innovation manager at Global Brands.

“We plan to drive value into the RTD category by innovating and premiumising. We’ve taken a combination of the best from different categories to make a drink that is the first of its kind.

“We saw that the target demographic of consumers were tiring of overly sweet drinks with questionable ingredients, and so have created a product that tastes great, looks great, and is essentially natural.”

Crafted in Chesterfield, the design makes reference to its Yorkshire and Derbyshire heritage with illustrations of Sheffield bands and artists created by local artist Lisa O’Hara.

Founded in 1997, Global Brands’s portfolio includes VK, Hooch, Franklin & Sons, Bundaberg rum and Goldschläger.

The Crooked Beverage Co range is currently available in UK supermarket chain Asda at an RRP of £3.00 per 330ml can. The Dayglo Skies and Mother Moon variants are also available in Sainsbury’s at an RRP of £2.50.

Earlier this week, the UK’s advertising watchdog banned a Facebook advertisement by RTD brand VK, upholding a complaint that it was “socially irresponsible”.