Global Brands has launched a new cocktail brand, Shake Baby Shake, available in Passion Fruit Martini and Raspberry Mojito varieties.
Cans remain the bestselling format in the pre-mix category, currently holding 64% category volume and driving overall growth.
Coming in at 4% ABV in a 250ml can, the cocktail brand has also introduced a four-pack in both flavours, designed for sharing.
To promote the cans, it has launched a new campaign, #ShakeItUp, with a focus on social media personalities to showcase the animal print cans on platforms such as Instagram.
Christian Sarginson, brand controller at Global Brands, said: “Quality and premiumisation are key trends at the moment which we look to when developing our products, not only with our ingredients but also with the aesthetics of the brand’s design.”
“Shake Baby Shake cans stand out on shelves and appeal to shoppers who are want to share drinks on social platforms.”
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