Carlsberg Britvic-owned comfortable drinks model Tango has partnered with Au Vodka to capitalise on the continued development inside the premium ready-to-drink (RTD) class.
Launching nationwide within the UK right this moment (14 Might), the collaboration combines recognisable flavour profiles with ‘robust shelf standout and convenience-led attraction’.
The 2 carbonated RTDs have been impressed by Tango’s apple and orange variants, and mix Au Vodka’s premium spirits positioning with Tango’s established client recognition.
By combining these recognisable flavours with client familiarity, the product seeks to supply a low barrier to trial whereas catering to convenience-driven ingesting events.
Its format is claimed to be ideally suited to fast-paced on-trade environments, permitting for fast and environment friendly service ‘with out compromising on high quality or model attraction’.
Jackson Quinn, co-founder of Au Vodka, mentioned: “We see this as a robust industrial alternative inside the ready-to-drink class. Combining the popularity and familiarity of Tango with Au Vodka’s established client viewers creates a product with broad attraction throughout each retail and on-trade channels.”
He added: “This launch brings collectively two extremely recognisable manufacturers in flavours customers immediately perceive. The apple and orange variants are designed to drive visibility, familiarity, and a robust price of sale.”
Munnawar Chishty, chief advertising and marketing officer, Carlsberg Britvic, famous that Tango Apple and Orange are “two of the model’s most iconic flavours,” making them a pure match for a premium ready-to-drink collaboration. “Tango has all the time been identified for daring flavour and character. Bringing our iconic Apple and Orange flavours into ready-to-drink alcohol with Au Vodka creates an thrilling new alternative for customers.
“This collaboration displays the rising crossover between comfortable drinks and alcohol, notably inside the flavour-led ready-to-drink market.”
The launch shall be supported by a nationwide client and commerce PR marketing campaign throughout the drinks commerce, hospitality, FMCG, and retail media.
The collaboration faucets into rising demand for flavour-led ready-to-drink and nostalgia-driven merchandise, with customers more and more searching for handy serves from manufacturers they already know and love.
Earlier this yr we explored the ability of RTD tie-ups between spirits and comfortable drink and mixer manufacturers.
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