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The Drinks Bureau debuts in on-trade
Ready-to-serve (RTS) brand The Drinks Bureau has secured a listing with Greene King, marking its entry into the on-trade.
The new partnership will see The Drinks Bureau’s full range of 1.5-litre bag-in-box cocktails, including Passion Fruit Martini, Espresso Martini, Spicy Margarita, and the newly launched Lychee Martini and Strawberry Daiquiri, available across select Greene King and Belhaven pubs nationwide in the UK.
“We are beyond thrilled to make our on-trade debut with the fabulous team at Greene King,” said Frankie Snobel, founder of The Drinks Bureau.
“Cocktails offer high cash margins but can be a huge faff for pubs that don’t have the trained staff or time. Our solution provides quick, easy and bar-quality cocktails so pubs can meet the growing demand from their customers in a low-risk 1.5L format.”
The bag-in-box format offers 10 servings per box and is designed for ‘convenience and to ensure consistent bar-quality cocktails with every pour’.
Each cocktail has a 12-month shelf life from production and remains fresh for up to four weeks once opened, without refrigeration.
The brand cited data from a UKHospitality report, which revealed that demand for high-quality pre-made cocktails in pubs surged by 25% in the past year.
“As soon as we tasted The Drinks Bureau’s cocktails, we knew we needed to add them to our product portfolio for our pubs,” said Aaron Van Tonder, buyer at Greene King.
“Along with tasting like the real deal, they look great and are so quick and easy to use. We’re seeing some impressive ROS in pubs that didn’t have a cocktail offering before and envisage that this solution will be going from strength to strength across our pubs nationwide.”
The Drinks Bureau’s RTS Espresso Martini and Spicy Margarita cocktails were awarded Master medals at the 2023 Pre-Mixed & RTD Masters, with its Dirty Shirley winning Gold.
Snobel is known for her previous venture, Tipplesworth, which was acquired by Diageo in 2019.
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