Global Brands has launched a premium range of ready-to-drink (RTD) cocktails with an 8.4% ABV called Be..

The range is launching initially in Passion Fruit Martini, Pina Colada and Strawberry Daiquiri varieties, in 200ml cans with a £3 RRP. Global Brands says it has agreed a listing in more than 400 stores with a major multiple and is in “advanced conversations” with other retail groups.

It also plans to sell Margarita and Paloma varieties in 250ml cans.

Global Brands launches caffeinated Soopa Hooch range

The launch of Be. comes as the RTD category in the off-trade is worth £529m and is growing by 22% year on year. Premium branded cocktail cans are helping fuel this growth, with a 36% increase in sales.

Matthew Bulcroft, marketing director at Global Brands, said: “The range is aimed at females from 25-45 who are looking to enjoy a delicious, fresh tasting cocktail from a can, whether they’re relaxing in the bath, having a laugh with friends or sitting on the train ahead of a big night out.”

Read more product news