RTD cocktail brand BuzzBallz has launched a marketing campaign targeting UK independent convenience retailers.

The six-figure investment includes trade and social media marketing to drive awareness of the brand’s higher-ABV “bar-strength” premixed cocktails in a single-serve format, ideal for impulse and on-the-go occasions.

Also part of the investment is a fleet of BuzzBallz brand builders, a dedicated team of ambassadors with branded vehicles. They will travel the country to secure further distribution for the brand, advise on best merchandising practice and host tastings.

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The supplier also plans to attend key trade shows and events this year, having already appeared at the National Convenience Show in April. It has also confirmed a year-long partnership with Unitas Wholesale.

Retailers will also have access to a range of branded PoS, including free-standing display units, wall-mounted fixtures, counter and chiller racks, signage and shelf talkers. These join the brand’s recently launched 12-packs with a tear-off section to aid presentation.

David Relph, BuzzBallz Cocktails country manager UK and Ireland, said: ““Convenience is a critical channel for BuzzBallz Cocktails and off the back of immediate success since last summer, we’re expediting our strategy and placing increased focus on the channel. Our goal is to help retailers make the most of our range and demonstrate the profit potential for each store that stocks the products.

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“We know the RTD category is thriving but there’s still a limited choice for consumers, with most brands offering a similar positioning of low-ABV drinks. There is a trend for premium, premixed cocktails for at-home consumption and consumers are looking for simple, versatile, great-tasting serves that bring excitement to occasions, and the colourful BuzzBallz Cocktails bar-strength range is a fantastic option.”

Relph added that summer presented many opportunities for the brand to drive sales, such as big nights in, barbecues and outdoor gatherings and sporting events such as the FIFA Women’s World Cup and the Rugby World Cup.

All BuzzBallz varieties are available in 200ml balls (13.5% ABV) at an RRP of £3.99 each.

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