A new concept in alcoholic RTDs is launching into convenience retail this month - and one which Convenience Store saw at the National Convenience Show in Birmingham a few weeks ago.
The new premixed vodka shots come in handy pocket-sized pouches and are landing on shelves in time for the summer season, straddling two of the most dynamic categories in retail - shots and ready-to-drink (RTDs).
The new range of portable, fruit-flavoured vodka-based drinks come in Strawberry Splash, Tropical Deluxe, Raspberry Blast and Citrus Zing flavours. Each single serve pouch comes in at a punchy 15% abv.
Designed to fit into today’s “fast-paced, high tempo lifestyles,” the convenient and eye-catching drinks are described as being aimed at the 20-35 age group and for on-the-go consumption.
With an RRP of £1.85, each pouch contains a 35ml serving of vodka mixed with fruit flavours. They can be consumed immediately with no mess or prep, and their ‘rip and sip’ concept mean pouches can be opened by hand, enjoyed in a few sips, then recycled.
They come in shelf ready packaging containing ten pouches, which require limited shelf space. They can even be placed by tills for last minute purchases as well as in chillers.
With a heavy focus on the convenience and independent retail sector, Vogo said it’s supporting stores with a starter pack containing 40 pouches (ten of each flavour), and branded POS including fridge stickers and clip strips to create appeal and interest in stores.
The brand has been developed by Scottish drinks company, Young Spirits. David Relph, Vogo’s commercial manager, said: “We’re super excited to be launching Vogo party pouches. The range fits into modern lifestyles and fulfils the need for fun, convenient boozy drinks that bring the party vibe.
“We know there are clear moments that the drinks fit into - on the train into town for a big night out, waiting the for taxi, between venues, gatherings in the park or on the beach.”
Alex Harrison, founder of Young Spirits, added: “As retailers refresh their ranges in time for the summer season, Vogo will help stores drive sales and boost profits as consumers are always looking out for fun new options in the drinks fixture. The UK shot and RTD markets are showing strong growth so we know there are opportunities here.”
All four SKUs in the VOGO range are already listed in Filshill Wholesale Scotland and will be rolling out to national wholesalers. Convenience stores and independent retailers can also order directly from Young Spirits.
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