Hi Spirits to launch sambuca RTDs
Fizzy sambuca is set to hit UK bars in the form of a new RTD range from distributor Hi Spirits.
The company is hoping the launch will capitalise on the popularity of its flavoured sambuca brand, Antica, which it has been pushing as a long drink, served with a mixer through pubs and bars for the past two years.
The new two-strong sparkling drinks, called Sambuca Longshots, are 4% abv sambuca-based drinks served in 275ml bottles.
The first two flavours to be launched are Raspberry Refresher, a mix of rasp-berry sambuca & lemon, and Black Bite, a mix of black sambuca & lemon.
“A long drink over ice is the most popular way for consumers to enjoy our Antica Sambuca range, with many bartenders developing their own recipes,” said Hi Spirits chairman Jeremy Hill. “However, we know that many outlets don’t have the time or the skill behind the bar to mix drinks. Longshots allows any outlet to serve sambuca drinks quickly and profitably.”
The two flavours are based on the most popular recommended serves from the Antica range. The pink Antica raspberry and lemonade serve has done particularly well in the summer months as a pitcher serve, following a campaign by the company, which gave out 2,000 kits including branded pitchers and PoS to licensees over the summer.
The troubled RTD category has been given a boost lately with the growth in more premium ready-to-drink cocktail-based drinks such as West 11 Cocktails and lower calorie variants under existing brands such as the 49-calorie VK Vodka Kick launched in April.
Halewood International also boosted its Red Square Reloaded range with a new flavour and £500,000 campaign this year.
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