A Mojito in the mix

Global Brands has launched a ready to drink (RTD) brand based on the Mojito cocktail and its VK brand. 

The first flavour to be launched is VK Mojito Original. Made with Caribbean rum, and with a four per cent ABV, it comes in a 275ml format, a set measure product that can be served straight from the fridge.

The launch comes after consumer research revealed a gap in the market for such a hybrid product, which the brand owner hopes will invigorate the RTD category.

Global Brands says the innovation will offer an incremental profit opportunity for establishments struggling to make complex cocktails on busy student and mainstream club nights. 

Steve Perez, Global Brands managing director, said: "This product has put real innovation back into the RTD category, the first for a long time.

"It's a sub-category in its own right, and offers our customers and their consumers alike a new and exciting product, backed by a recognisable brand - VK. "It also places the convenience that lies in RTD products hand-in-hand with the exciting growth in the cocktail sector."

This move by Global Brands follows a serious decline in the RTD market. Mintel research published in November stated that the total value of the category had fallen below £1bn - the first time the category had gone below that level since 2000.