Global Brands unveils new RTD cocktail

18 February, 2008

VK Vodka Kick producer Global Brands has launched what it claims is the first RTD mojito.

The VK Mojito Original, made with Caribbean rum, has an abv of 4 per cent and is available in 27.5cl bottles.

Global Brands managing director Steve Perez said the company decided to launch the new product after consumer research revealed a gap in the market for a hybrid product that could "invigorate" the RTD category.

He said: “This new product has put real innovation back into the RTD category and gives retailers the opportunity to drive incremental sales as consumers look for something just a little bit different to enjoy in the home.

“Mojito cocktails are complex to make well and most consumers wouldn’t have the time to try, if today’s busy lifestyles are anything to go by. Stocking up on this RTD version, offers ease coupled with authenticity.”

Global Brands has also signed an agreement with Diageo to distribute, sell and market Goldschlager and Myer's Jamaican dark rum in the UK.

"Both brands fit well with our distribution base and also with our continued expansion into the spirit market, as we look to grow our premium range," said Perez.




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