Edinburgh Gin
has launched its latest ready-to-drink (RTD) innovation, the Edinburgh Gin Cherry Bramble, landing in Tesco and Asda from September, with regional distribution in Booths.
Cherry flavoured drinks are dominating the season, driven by a wave of retro nostalgia. Searches for ‘cherry drinks’ are up +46.5% year on year and cherry flavoured RTDs are worth £8.1 million in sales value in GB off trade. This is part of a wider trend as Berry & Cherry flavoured RTDs are worth £95m annually and the leading flavour choice with shoppers.
The launch builds on the success of Edinburgh Gin Hugo Spritz RTD, which launched this summer, as the brand continues to roll out a seasonal RTD range suited to different socialising occasions throughout the year. Edinburgh Gin is also one of the fastest-growing RTD players in the market.
The RTD category is among the UK’s fastest-growing alcohol segments, delivering 10.9% YoY value growth, with peak sales during the summer period.
Caroline Fox, Ian Macleod Distillers UK commercial director at Edinburgh Gin, said: “Cherry is the flavour everyone’s talking about right now, and Edinburgh Gin’s Cherry Bramble delivers it in a ready-to-drink serve that’s easy to enjoy. Bringing together rich cherry and blackberry notes with a refreshing soda finish, it’s a nostalgic taste you can enjoy straight from the can. It’s one of the most in demand flavours and gives retailers a standout option to drive trade-up and engagement within the RTD category.”
Edinburgh Gin’s Cherry Bramble is a cherry and blackberry liqueur blend, combined with soda and finished with a lemon twist, at 5% ABV. Inspired by the brand’s popular Black Forest Gâteau liqueur, it delivers a full flavoured serve in a premium 250ml can, ideal for at home entertainment and on-the-go occasions (RRP £2.25), it balances bright cherry sweetness flavours with juicy berry tartness, brought together with a crisp soda and touch of citrus.
Edinburgh Gin’s Cherry Bramble RTD will be available across the UK, with national listings secured in Tesco and Asda as well as regional distribution in Booth’s.
