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WKD owner to launch rum and bourbon flavoured beers

By Jessica Harvey , 18-Jan-2013
Last updated on 18-Jan-2013 at 10:39 GMT2013-01-18T10:39:45Z

Sales of spirit beers in the on-trade have increased 92% in the last year

Sales of spirit beers in the on-trade have increased 92% in the last year

WKD owner SHS Drinks has launched two new spirit-flavoured beers aimed at 18 to 25-year-olds.

Cuvana, a light beer with rum and a hint of lime, takes its cues from Latin America and Cuban culture, while bourbon-flavoured premium beer Dead Crow draws inspiration from Kentucky and the unusual town names of the Wild West.

Both of the spirit flavoured beers, which are rolling out now, have a 5.5% ABV and are packaged in 330ml bottles and retailing at around £3.50.

Mark Hopper, head of innovation and development at SHS Drinks, said:  “The growth in the on-trade PPL market is being driven primarily by two sectors - the emerging spirit beer category and world beers.  Over the past year, value sales of spirit beers in on-trade outlets have increased by a staggering 92%, albeit from a relatively small base, with volume sales up by 84%, bringing the value of the category to almost £49 million in 2012.”

Tequila-flavoured beer, Desperados, currently accounts for almost all (96%) of spirit flavoured beer sales in the on-trade.

“The spirit beer category is very much in its infancy and it does present plenty of scope for development, but our aim is accelerate the growth and open up the category by offering different flavour options,” Hopper added.

The company is hoping to boost awareness and trial of the beers with free PoS material for pubs and bars.

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