Funkin brings more cocktail NPD to off-trade

17 May, 2017

Funkin has revealed its latest NPD for the convenience channel in the form of a trio of premium cocktail shakers.

The range, which is all packaged in iconic Funkin cocktail shakers, includes Skinny Mojito, Passion Fruit Martini and Strawberry Daiquiri.

Funkin is investing £500,000 to support the launch, including an outdoor and digital campaign, supported by social media and national sampling activity.

The NPD is designed to break down the barriers of creating cocktails at home by providing consumers with the equipment they need – the shaker and the mixer. Shoppers simply need to add spirit, ice, shake and serve, according to Funkin.

Each shaker makes four cocktails and is priced at £4.

Funkin is also supporting retailers with ‘Make it Shake’ point of sale activity, as well as advertising on branded bags of cubed ice.

Andrew King, managing director, said: “Funkin is leading the way in cocktail innovation by providing the convenience channel with a perfect product to help retailers tap into the cocktail craze. Our new shaker range is designed specifically for the off-trade, making it easy for on-the-go consumers to prepare bar-quality cocktails at home quickly, eliminating the guess work. With 90% of households buying alcohol and the category being the second largest in convenience, our new range provides a great opportunity for convenience stores to capitalise on the growth of cocktails.

“There is a huge untapped opportunity in convenience for increased spirit sales and we are excited to provide our customers with a point of difference in the spirits aisle. This product will allow retailers to increase spirits sales and total basket spend by catering to customer looking for easy entertaining options.”

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