West Eleven Cocktails gives its RTD range a shake up

27 March, 2009

West Eleven Cocktails has reduced the abv of its RTD cocktail range to 6.5% and increased the bottle size in an off-trade brand extension.

Managing director Hew Dalrymple said: "We have responded to feedback from our customers and have launched a larger 50cl range specifically for the off-trade.

We have also reduced our price by 25% ."

Sainsbury's is the first supermarket to list the new 50cl bottle (rrp £4.50).

Created for consumers looking to replicate the experience of professionally-made cocktails at home, the range includes Classic Mojito, Pomegranate Cosmo, Passion Fruit Mai Tai and Elderflower Collins.

The label has also been given a makeover in a bid to revive the declining RTD category, which Dalrymple describes as "tired

and lacking in innovation".

OLN Brands Report 2009 shows the RTD market lost £9 million in value - or 4% - making it worth £199 million at the end of January 2009. The Nielsen figures also show a 7% drop in volume for the year to January 24, 2009.

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