RTDs: Cocktail hybrids

A developing sub-sector within RTDs is what Steve Perez, the managing director of Vodka Kick (VK) owner Steve Perez refers to as "hybrid products".

Its VK Mojito launched earlier this year, but it is not the only company delving into the type of product that seems to be a more sophisticated RTD for the 2000s - stylish bottles boasting quality ingredients and tapping into the growth of cocktails.

West Eleven is another examples of a readymade cocktail in a bottle, while Speaks Mixology is a range of products marketed as quality generic cocktail mixers to be added to the appropriate spirit.

Perez explains his motivation for launching VK Mojito: "Mojito around the world is the new margarita, and actually it's much more appealing to the British palate than, say, a Margarita. We also know it's very time-consuming to make, so making it a ready to drink is of great benefit.

"It goes back to the basics of why RTDs ever came about - what it is is a very easy way of having a vodka and orange without having to get the spirit out, the ice and so on behind a busy bar."

It is now listed by Mitchells and Butlers, Barracuda, Luminar, and major wholesalers.

Hew Dalrymple, managing director of West Eleven Cocktails, says: "We came from the angle of wanting to extend the cocktail experience beyond style bars, where staff have the skills and consumers the money."

Researching its viability, he says that one drinks buyer for a pubco told him that "it's difficult enough to serve wine well behind a busy bar, let along to make a complicated cocktail."