Nicholson RTDs secure spot at Bayley & Sage
London-based brand Nicholson has secured a listing with UK grocery retailer Bayley & Sage for its ready-to-drink (RTD) canned cocktails.
Nicholson’s four RTD cocktails – Espresso Martini, Classic Margarita, Paloma, and Original Gin & Tonic – are now available in 200ml cans at eight Bayley & Sage stores in London.
According to the brand, its key lines are currently achieving five units sold per store each week, surpassing expectations for a debut listing in the premium grocery channel.
The launch at Bayley & Sage is said to be a deliberate strategic move for Nicholson, with the retailer’s stores located in some of the most affluent areas of central London, including Wimbledon Village and Parsons Green.
Alex Johns, CEO of Nicholson, explained the brand’s strategy in more detail: “Bayley & Sage is exactly the kind of premium retail environment where the brand resonates strongly – quality-led, discovery-driven and aligned with modern cocktail occasions.
“These are the same neighbourhoods where consumers are already encountering Nicholson at The Oval, Queen’s Club and Chelsea FC. The listing closes the loop between our on-trade presence and the home occasion.”
The listing reflects ongoing consumer interest in premium, design-led RTDs that deliver bar-quality serves for more casual drinking occasions.
The deal with Bayley & Sage is supported by delivery expansion with Deliveroo, increasing access to Nicholson’s product range across key London postcodes.
“This puts Nicholson into consumers’ everyday shopping habits in a very premium context,” added Freddie Copestick, head of sales at Nicholson. “When the branding, liquid and retail environment all align, the appetite for elevated cocktail RTDs is clearly there – and we expect that to accelerate as we move into peak summer trading.”
The launch with Bayley & Sage is a key component of Nicholson’s broader UK growth strategy, which extends through 2026.
So far this year, the strategy has led to the expansion of the brand’s draught cocktail system in major hospitality venues and the introduction of a new Pink Rosé Spritz serve across Nicholson’s 78 pubs.
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