BeatBox Beverages, the US ready-to-drink hard punch producer, has launched in the UK through a distribution deal with Red Star Brands.
BeatBox has secured a listing with local supermarket Morrisons as part of the agreement.
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The listing sees four of its SKUs, including Blue Razzberry and Orange Blast, entering over 700 Morrisons stores this month.
Its four SKUs are being sold in 330ml TetraPak bottles at an RRP of £3.29 ($4.41).
“We’re thrilled to be bringing BeatBox, one of the fastest-growing ready-to-drink beverages in the United States, to the UK,” Ryan McCann, director at Red Star Brands, said.
“BeatBox delivers big bold flavours without carbonation, gluten or sugar overload, making it a go-to for those of drinking age who want more than just alcohol.”
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By GlobalDataThe brand mainly targets adults aged between 18 and 30, “with a strong appeal to Gen Z (18-24) and younger Millenials”, Red Star Brands told Just Drinks.
BeatBox’s RTDs are only being sold in Morrisons for now but Red Star Brands said it is “actively exploring opportunities” to head into more retailers soon.
“Its launch into Morrisons represents a significant shift in the RTD category as supermarkets recognise the opportunity to grow the category with truly innovative brands,” McCann added.
“It’s so much more than a party favourite – it’s a category disruptor redefining the alcohol industry.”
The Four Loko supplier in the UK said there were no plans to distribute the brand in the on-trade for now but that it was something it was “open to and continuing to evaluate” as it grows in the country.
Set up in 2012, Texas-headquartered BeatBox Beverages sells its drinks to all 50 states across the US in over 120,000 retailers.
Its full portfolio is made up of 20 SKUs, which include the same four flavours launched in the UK, as well as Mystic Grape, Lemon Squeeze and Sweet Heat Cinnamon.
The brand received investment from former American basketball player Shaquille O’Neal in March. The size of the investment was not disclosed at the time.
Just Drinks has contacted BeatBox for details on the majority shareholders of the business.
Red Star Brands said that BeatBox stands out on-shelf with “eye-catching packaging, bold and playful flavours, and strong ties to music and festival culture”.
It added: “Unlike typical RTDs, it offers a fun, experience-driven product in a unique format. Its sustainability credentials and rapid growth also help it cut through in a crowded market.”
BeatBox’s products are currently made in Germany, the Gutsy Captain kombucha distributor told this publication.
The brand struck a five-year manufacturing agreement in 2023 with Canadian bottled water firm Flow Beverages.
It marked Flow Beverage’s first foray into the production of alcoholic drinks at the time. In September, Ontario’s Superior Court of Justice appointed receivers for the drinks group.
Just Drinks has asked BeatBox to confirm whether the manufacturing tie-up with Flow Beverages is still in place.
