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RESEARCH: UK RTD category alive and kicking

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By Pat Brazzier of P.A.S.H. Beverage Research

Despite reports in the media that the UK RTD category is in decline, producers are still introducing new variants and brands and with Chistmas on the horizon, the market is sure to see further introductions from some of the major producers.

Coors Brewers have become the latest RTD producers to introduce a 70.0cl offering for one of the leading brands in the category, by launching Reef Orange and Passionfuit in the format. The new format will benefit from extensive marketing and promotions as part of Coors Brewers' £9.5 million support package for Reef this year. Reef 70.0cl will be available from October. Currently, over 20% of retail sales are attributed to multiserve 70.0cl packages.

Following the successful launch of its Vodka Mudshake range, Independent Distillers (UK) Ltd will be introducing three new variants under the Vodka Mudskake Exotiqe banner - Vanilla, Banane and Fraise. The new variants (5.0% / 27.5cl) will be available from 1st of October.

The company also has high hopes for its Woodstock & Cola brand as it sees an opening for its Bourbon-based product. Whisk(e)y based RTDs have not traditionally been popular with UK consumers but there are also two Jack Daniels RTDs currently on test in pubs in Nottingham and Leeds.

Constellation Brands (Matthew Clark) have introduced 70cl versions of its K-Ice brand.

Recent brands in the category to be de-listed include Interbrew's Vodka Source, Bargain Booze's Tad Juicy and the Federation Brewery's Stinger range.


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