Global Brands launches a glittery Corky's

Corky’s Glitter Mix is a mango-flavoured liqueur in which edible gold glitter is suspended. It is launching exclusively into the on-trade this month.

“Corky’s is breaking the boundaries of the liqueur category with this launch,” said marketing director Simon Green.

“As the first and only liqueur in the speciality category to contain edible glitter, Corky’s Glitter Mix has delivered true innovation. This new development follows the already distinctive flavour range, the widest in the category, and pioneering SKUs such as last year’s Corky’s Test Tubes.”

Last month the company launched a cinnamon-flavoured gold-flecked liqueur under its Jungfrau brand and unveiled a new look for its VK RTD range, which included a new variant, Ice Storm, that is infused with edible glitter.

Liqueurs are worth £836 million to the on-trade and are currently growing at 19% (CGA MAT to July 2013).

The trend for sparkly gold drinks is being driven by the phenomenon of “weekend millionaires,” people who go out less but spend more when they do.

“To further accelerate the current growth, new steps of innovation need to be taken,”

“Corky’s is a true game changer in the speciality liqueurs category, creating never before seen theatre of serve, boosting interest and excitement into the liqueur category.”

Suggested serves include shared drinks such as the Discobowl, a mix of Corky’s Mango Glitter Mix with VK Ice Storm.

In August, Diageo revealed a new gold-flecked Smirnoff variant to move the brand into the growing shot market.