All Shook Up taps into trends for Instagrammable drinks, RTDs and flamingos
All Shook Up has added to its range as the popularity of cocktails in cans continues to grow.
The newcomer, Flamingo Colada, is a fruit-flavoured twist on the classic Pina Colada, and it is available exclusively in 350 Tesco stores across the country. The 4.5% abv drink – priced at £1.25 for a 25cl a can - is a mix of natural coconut, grenadine and lime flavours, shaken with white rum and fruit alcohol.
Flamingo Colada, which is described as “millennial pink liquid paired with chic and brightly-patterned decorated ‘Instagrammable’ cans, joins others in the range: Passion Fruit Martini and Espresso Martini.
Brand controller, Christian Sargison, said: “Flamingo Colada marks an exciting time for Global Brands as we expand our All Shook Up brand in Tesco. Consumers are demanding new, on trend flavours to tie in with their fast paced, social media driven lifestyles. Through the launch of Flamingo Colada, we are combining one of the nation’s best loved cocktails, together with one of the biggest trends of this year; flamingos. Plus, canned cocktails are growing 30% in value and 28% in volume year-on-year, as east becomes one of the number one factors when 18 to 24-year-olds purchase drinks.”
All Shook Up was created with the aim of becoming a “fashion accessory” with ‘shareable’ potential on social media.
The total off-trade RTD market is worth £269m, growing 13% (up £31m) each year, with Global Brands adding £2.2m to the category, according to Nielsen data (year to 08/09/18).