Beverage Brands gets its Kitsch off
Beverage Brands is looking to tighten its grip on the ready-to-drink category with the launch of a new perry-based concept.
The RTD specialist, home to the number two WKD brand, has launched Kitsch, a new concept designed to reinvigorate a "maturing" RTD sector.
Packaged in a striking 250ml bottle adorned with a garish leopard skin print, Kitsch is aimed at 18-35 year-old female wine drinkers looking for innovation in the RTD sector.
Karen Salters, Beverage Brands' marketing director, said: "With Kitsch we are tapping into a latent desire amongst female drinkers for something different. We added the current growing trend in bars for purchasing single-serve champagne bottles into the equation and this gave us a good direction for our new brand.
"In the RTD sector Bacardi Breezer has fallen away and there's been nothing to fill the vacuum."
As well as spirit-based RTD brands, Kitsch will vye for fridge position with a new breed of wine-based concepts like Coomira Coast from Bacardi-Martini and Bliss from Scottish Courage.
"The feedback from these new products hasn't been particularly positive and there has been questions urrounding their quality. This is a drier, smoother, top quality product that is more natural than other drinks," added Ms Salters.
As part of an on-trade sampling campaign, Beverage Brands will be encouraging pub-goers to drink Kitsch through a straw despite its relatively high ABV of 7.5 per cent.
Ms Salters dismissed possible binge-drinking concerns. "At 1.9 units, it's less than a large glass of wine or a pint," she said.
Kitsch's RSP is recommended to be around £2.50 - £3.00 a bottle and its launch will be accompanied by consumer press advertising as well as !I Love Kitsch" point-of-sale material.
