A new flavoured alcoholic beverage (FAB) designed for "chilling out" is to be launched by Bass Brewers to complement Red, the company's leading FAB brand.
Blue, a vodka based drink (five per cent ABV) containing the natural relaxing extracts of Kava Kava and Schizandra, has been developed to strengthen links with the clubbing community and young person's venues.
Available immediately, Blue has already gained listings with Gatecrasher, Slinky, Po Na Na and National Union of Students' outlets and will share Red's £2m support package including Blue chill out zones in key venues as well as high profile national trade and consumer advertising and comprehensive website coverage at www.rednotbed.com
The FAB market is currently valued at £1bn and within this market the functional alcoholic sector commands a 10 per cent market share and enjoys growth of 54 per cent year on year.
Meanwhile, Bass has unveiled a new flavour and new look for its Reef range as part of a £7m marketing spend.
A new Mango & Apple flavour has been launched in conjunction with more distinctive packaging in an effort to capitalise on a year in which Reef trebled its share of the FAB market.
The first Reef ad since the controversial Haka commercial was withdrawn from UK television screens following complaints from New Zealand Maoris, will also be aired from June through to August.