• Category – RTD, spirits-based, 9% abv
  • Available – From this month
  • Location – The US, available in the off-premise channel
  • Price – SRP of US$2.50 per 12oz (35.5cl) can

Atomic Brands has added another flavour to its Monaco Tequila-based RTD portfolio.

Watermelon Crush, which hits the US this month, is the latest variant from the privately-owned company’s Monaco line. Using an agave Tequila base, the extension joins the likes of Tequila Sun Crush, which was unveiled nine months ago.

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“With Tequila remaining one of the fastest-growing liquor categories and watermelon positioned as one of the most beloved fruits in America, the opportunity is ripe to introduce the ultimate mashup of these refreshing, on-trend flavours,” said CEO Don Deubler.

As well as the Monaco brand, which also includes a premix cocktail line as well as a 40% abv vodka, Atomic owns Kentucky Coffee, a coffee-flavoured American whiskey.

Why e-commerce is a channel that brand owners must target – and fast – Click here for a Just Drinks focus

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