MOTH, the UK’s #1 premium canned cocktail brand, is rolling out its biggest ever national above-the-line campaign this summer and further powering its exceptional momentum in the convenience retail sector.
Launching on 16th June, MOTH’s summer campaign transports viewers on a journey of flavour, featuring three of MOTH’s bestselling canned cocktails – Margarita, Passionfruit Martini and Mojito – each set against a dreamlike backdrop. MOTH Margarita dances above a golden-hour festival sky. MOTH Mojito drifts into the tropics. While MOTH Passionfruit Martini shimmers against a velveteen sunset. Each advert is an invitation to elevate summer plans with a MOTH cocktail in hand – a pocket-sized flight of flavour that lifts you out of the ordinary.
The campaign also unveils MOTH’s new product tagline, “Cocktails in a little black can®” – a celebration of the brand’s premium quality cocktails in the distinctive packaging that everyone knows and loves.
MOTH’s 2025 ATL investment is up 75% year-on-year with a spend of over a quarter of a million pounds. 2025’s investment aims to drive national awareness by targeting more than 500 postcodes in key UK cities – east and south-west London, Glasgow, Edinburgh, Manchester, Bristol – supported by an always-on digital awareness campaign.
The campaign will be launched in two key stages:
16th to 29th June: Aligning with the two-week lead-up to the Glastonbury festival – historically one of MOTH’s strongest sales periods – adverts will go live in the cities of Manchester, Glasgow, Bristol and London, including a takeover of Clapham Common tube station.
28th July to 24th August: The second stage will go live in tandem with key moments of summer culture in UK city centres. Adverts across Edinburgh, Glasgow, Bristol will align perfectly with MOTH activations happening at Edinburgh Fringe, and Forwards Festival.
The convenience boom
RTD as a category continues to flourish within the convenience retail channel. Growing 33% in value versus two years ago and 15% versus last year, convenience now accounts for 53% of the total RTD category value – and MOTH is one of the brands firmly at the helm.
MOTH continues to see success within the on-the-go occasion and over the past year has seen 55% growth within the convenience channel, building on its reputation as one of the highest value rate-of-sale brands with its flavour-first innovation (MOTH Espresso Martini is no.1 in the channel for its flavour).
[Source: NielsenIQ Scantrack Data, Pre-Mixed Alcoholic Drinks (RTD), 52WE 19.04.25, Total Coverage Convenience Stores <3,000sqft]
Sam Hunt, MOTH’s co-founder, says: “This summer, we wanted to do something big, beautiful and more confident than ever. Our summer campaign captures the essence of MOTH that we hear about from our drinkers every day – that our cocktails level up every occasion. In this iteration, our cocktails take drinkers to a summer of dreams — while the national reach of the campaign signposts our deep distribution across the UK, making it even easier for consumers to bring MOTH into their summer plans.”
MOTH launched in February 2021 and now has a range of 10 canned cocktails – Passionfruit Martini, Spicy Margarita, Margarita, Mojito, Espresso Martini, Negroni, Piña Colada, Old Fashioned, Cosmopolitan and Paloma.
As a proud B Corp business, MOTH presents each cocktail in a fully recyclable can. Created with award-winning spirits, every ingredient is the best of the best and every sip is delicious so that the experience of a bar-quality cocktail can be enjoyed wherever, whenever, whoever you’re with this summer.
