Shaking up the RTD category with unique serve
COCKTAIL brand Funkin’ Cocktails has teamed up with the nation’s favourite soft drinks brand Irn-Bru to deliver a limited-edtion RTD drink that is sure to go down a storm with Scots.
Aiming to shake up the RTD category once again with a unique limited-edition drink, the new Funkin’ Cocktails Irn-Bru Vodka Martini is available across Booker and Bestway wholesale depots as well as Tesco, Morrisons, Asda and Sainsbury’s stores.
Coming in a 200ml can at 5% ABV, each serve has an RRP of £2.19 and makes use of Funkin’ Cocktails’ signature nitrogen infusion to deliver a more velvety texture and smooth head rather than the soft drink’s expected fizz.
The new launch will also be backed by Irn-Bru signature tongue-in-cheek style when it comes to marketing across social media, digital activations, in-store promotions and PR campaigns in a bid to drive awareness with key consumers across the UK. The campaign will also focus on the unique texture of the drink with the tagline ‘It’s not fizzy, it’s a Funkin’ Cocktail’.
Ashley Birch-Ruffell, head of brand at Funkin’ Cocktails, said: “Funkin’ has constantly pushed the cocktail category forward to bring new and innovative products to consumers – and this is bigger than ever before.
“Irn-Bru is a truly iconic brand – loved by consumers UK-wide and backed by over a century of history while still staying fresh and contemporary.
“As the UK’s number one cocktail company in the UK, this partnership is truly exciting, bringing both brands to new audiences across categories.
“Following the release of our hugely successful Blue Raspberry Martini earlier in the year, which has already racked up sales worth over £700k, we’re always on the lookout for the next big thing.
“We want to make the cocktail that consumers have been waiting for, continuing to delight and excite, keeping the category fresh and, crucially, allowing retailers to keep capitalising on this important and growing market.”
Kenny Nicholson, head of brand at Irn-Bru, said: “We are really excited to be partnering with the cocktail experts at Funkin’. We know consumers are always looking for ‘something new and different’ and the Funkin’ Cocktails Irn-Bru Vodka Martini delivers just that.
“Offering a perfect blend of our iconic Irn-Bru flavour and bold spirit with Funkin’s mixology expertise to create the first ever alcoholic Irn-Bru ready to drink cocktail, bringing the phenomenal flavour of Irn-Bru to the growth of the RTD category.”
