The Drinks Bureau launches new expressions into Morrisons
Ready-to-drink (RTD) cocktail company The Drinks Bureau has secured its first permanent grocery listing with Morrisons, and will be rolling out five new expressions across 300 UK stores this autumn.
The new lineup includes larger format ‘shaker cans’, which remove the need for ice or a cocktail shaker when serving, and 1.5 litre ‘on tap’ party boxes, which hold enough liquid for 10 serves.
Both formats deliver liquids that are said to ‘punch well above their price point’.
This new range is targeting the mid-premium and mid-strength space in the market, bridging the gap between lower-strength alcopops and high-ABV premium RTDs – offering consumers high-quality cocktails at an accessible price point and strength.
Frankie Snobel, founder of The Drinks Bureau, commented: “This is a huge milestone for The Drinks Bureau. We’ve always believed that fun and fabulous cocktails should be accessible without compromising on quality – and Morrisons is the perfect partner to help us reach more cocktail lovers across the UK. Our party boxes have been given a grocery ‘glow-up’ and our shaker cans are a completely new and exciting format for us.”
The shaker cans clock in at 8% ABV per 200ml serve, and come in Spicy Margarita and Lychee Martini flavours.
Making their market debut into 300 Morrisons stores, the cans are designed for quick and convenient cocktails, offering consumers a generously-sized high-quality serve for £2.50 (US$3.33) each.
Meanwhile the 1.5l party boxes retail for £15 (US$20) and come in three expressions: Passion Fruit Martini, which is available at 300 Morrisons stores, plus Spicy Margarita and Espresso Martini, both of which are available at 150 stores nationwide.
These boxes, which are said to already be a hit for at-home entertaining, have been given a full design refresh. The new packs are stubbier to fit neatly in the fridge and to stand out on the shelves, while bolder on-pack messaging highlights the 10 servings and on tap format.
Both The Drinks Bureau shaker cans and party boxes hit Morrisons shelves today (13 October).
The permanent listing follows The Drinks Bureau’s successful limited edition launches with Morrisons earlier this year, including its Dubai Chocolate Style Espresso Martini RTD, which tapped into the viral trend and drove strong shopper engagement over the summer.
Having launched in 2023, The Drinks Bureau has already earned significant acclaim in the drinks industry, with the Spicy Margarita being crowned Taste Master at The Pre-Mixed, RTD & Hard Seltzer Masters 2024.
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