Mix Up – Kingsland Drinks Group’s range of RTD premium spirit-based pre-mixed drinks – will be stocked in selected Morrison’s stores nationwide and Tesco stores in the UK and ROI this summer, as it builds on its UK retail footprint.
The brand has also introduced three new SKUs for summer 2023; Mix Up Coffee Rum & Cola, Pink Gin & Diet Lemonade and Apple Rum, Lime & Ginger Ale are available to retailers now.
Since launching, Mix Up has proved popular amongst the Gen-Z market, fuelled by major campaigns making a play for summer drinking occasions, its accessible price point and award-winning taste, alongside growth of RTD cocktails in the UK.
The new SKUs tap into established and emerging flavour trends in cocktails and RTDs. Coffee is now one of the biggest growing segments in the beverage industry and total rum sales now amount to 13 percent share of the overall spirits category. As consumers seek out more diverse flavours, Mix Up’s NPD provides retailers with an opportunity to appeal to a broader audience and attract younger shoppers to the sector with popular and up and coming drinks.
Jade Fowles, senior brand manager at Kingsland Drinks Group, said: “With the RTD market booming, Mix Up is perfectly positioned to attract Gen-Z drinkers to Morrison’s and Tesco stores as they seek out convenient, on-the-go drinks with flavour profiles that will attract new consumers into the category.
“At an affordable price point that doesn’t compromise on great taste and quality, the core range and NPD has been developed for informal drinking occasions with flavours that play into major drinking trends.”
Morrison’s stores will be stocking 250ml cans of the Gin & Tonic, Gin & Diet Tonic, Pink Gin & Tonic, Vodka Lime & Lemonade and Pink Gin & Diet Lemonade, while Tesco’s UK will range the Mix Up Coffee Rum & Cola and Apple Rum, Lime & Ginger Ale from May 2023. Tesco Ireland has listed the Gin & Tonic and Vodka Lime & Lemonade from now.
Mix Up Gin & Tonic and Vodka Lime & Lemonade will continue to be available in selected Co-op stores nationwide.
In 2023 Mix Up will benefit from a multi-channel marketing campaign called “Hack your Summer” that taps into trends on social media centred around at-home tips cand tricks to elevate your drinks experience, along with sampling, events, PR and influencer activity.
