AG Barr has extended its Ka soft drinks brand into the alcoholic ready-to-drink category.
A four-strong ‘Ka Remix’ range – comprising Black Grape, Fruit Punch, Pineapple and Karnival Twist – has rolled into wholesalers including Booker, Bestway & Dhamecha (rsp: £2.79/330ml).
Made using Caribbean white rum mixed with Ka soft drinks and packaged at 6% abv, Ka Remix would satisfy rising demand for “long” RTDs, said AG Barr.
The RTD category was up 8% year-on-year and is now worth £645m said AG Barr, citing NIQ data.
With longer serves making up nearly half (47%) of the category, Ka Remix would cater to shoppers “looking to spontaneously grab drinks – whether en route to a social occasion, to be enjoyed at the park, or at a festival with friends”, the supplier predicted.
“Long drinks are a booming part of the RTD category and we know mixing an iconic soft drink will help deliver profits for retailers – bringing new shoppers into the category, as well as delivering a hit of nostalgia for existing RTD drinkers,” said Lucy Henderson, marketing director of AG Barr.
“We wanted to create a new offering that brings fresh energy to the category, providing excitement and diversity, while tapping into the taste preferences of today’s drinkers,” Henderson continued. “We think Ka Remix is the perfect combination.”
AG Barr’s alcoholic drinks roster also includes Funkin Cocktails. Last year, the supplier brought together Funkin and Irn-Bru to launch a ready-to-drink canned vodka martini.
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