ScotCo enters the RTD fray

- Last updated on GMT

Related tags: Alcoholic beverage, Rtds

Scottish Courage is making its debut in the alcoholic ready-to-drink (RTDs) market this month with the launch of Bliss, a 5.5% abv wine-based premium...

Scottish Courage is making its debut in the alcoholic ready-to-drink (RTDs) market this month with the launch of Bliss, a 5.5% abv wine-based premium packaged drink which has been developed to appeal to 18 to 34-year-old women who are currently drinking RTDs and wine. Fiona Vernon, marketing manager, innovation, at Scottish Courage, said: "Bliss is an excitingly different fusion of Californian Chardonnay with fruits and sparkling water that is set to revita-lise the RTDs market and meet the call from licensees and consumers for a new drink concept in this sector. "The Californian Chardonnay proposition will enable licensees to address the decline of this once-bouyant sector by offering drinkers a more sophisticated and more refreshing alternative to existing RTDs." Two fruit flavours ­ Bliss Berries and Bliss Exotic ­ will spearhead a regional product launch through 100 bars and late night venues in Newcas-tle which began on 21 April. The launch will be supported with an innovative in-outlet promotion offering consumers the chance to win fashion items, make-up and bottles of Bliss, backed by eye-catching PoS, featuring Bliss's curvaceous designer bottle with its unique champagne-style closure. The launch of Bliss comes just one week after Diageo scrapped Gordon's Edge.

Related topics: Ready to Drink

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