While most drinks releases this year seem to be focusing on health, sessionability and lower abvs, there is an exception: the rapid growth of high-abv RTDs.
Recently at Drinks Retailing, we delved into the success of the Buzzballz brand, which grew by over 800% last year. At the time, the brand seemed singular in what it was offering. Since then, however, a series of adjacent drinks have appeared, leaning similarly into the sugar high and party feel first cultivated by the small round can.
Roundup
Among them, Global Brands has unveiled its latest NPD, Quadz, an 18.8% abv RTD which holds four flavoured vodka shots per bottle. “Built for nights out on the town and on-the-go drinking,” according to the brand, the product comes in response to the growing high-abv category, which it said is currently valued at £82.2m.
Also aimed at fast-paced lifestyles, RTD brand Vogo has likewise launched into the UK this summer. Coming in four flavours – Strawberry Splash, Tropical Deluxe, Raspberry Blast and Citrus Zing – the liquid is packaged in small party pouches with an abv of 15%.
David Relph, commercial manager for Vogo, says the product is “designed to fit into today’s fast-paced, high-tempo lifestyles. The fun, convenient and innovative drinks are aimed at the 20 to 35-year-old age group for on-the-go consumption, pre-drinks ahead of the party or for enjoying during a moment of shared celebration”.
Adapting its products to the trend, Four Loko has added a high-abv offer to its range with a duo of vodka-based RTDs at 12% abv. Like the other launches, the products come in fruit flavours, Peach Pulse and Berry Blitz, and are described as designed for the party space.
“With high-abv RTDs increasingly popular in nightclubs and at parties and social gatherings, we’re confident Four Loko Remix will be a big hit with consumers seeking the next big RTD experience,” the brand says.
And, finally for this roundup, combining the high-abv trend with a health angle, newcomer Bevi has launched into the UK. Coming in three flavours – Dark Berries, Passionfruit & Orange and Raspberry & Lime – the 12% abv RTD is positioned as low in calories but high in alcohol.
Each RTD is sold alongside a ‘joss shot’, an effervescent powder containing caffeine and other ‘functional’ ingredients that can be added to the drink. The company says it drew inspiration for the caffeine sachets from party culture in hostels in Southeast Asia, where backpackers began adding pre-workout powders to vodka shots.
An intriguing pendulum shift. In a drinks landscape generally focused on lowering abvs rather than increasing them, these new developments in the RTD sector show that consumers don’t just want moderation, but excitement too.
