M&B targets younger 'drinkers' with new alcoholic popsicles

By Helen Gilbert

- Last updated on GMT

Cool idea: M&B aims for new audience with alcoholic popsicle launch
Cool idea: M&B aims for new audience with alcoholic popsicle launch

Related tags Alcoholic beverage

Mitchells & Butlers is hoping to attract younger consumers with a selection of ‘Instagrammable’ premium alcoholic popsicles.

Available in 126 sites including Premium Country Inns, the British-made luxury lollies are being sold in four flavours: Frosé, a blend of Rosé & raspberry [4.3%ABV], Bellini, a mix of Prosecco, peach and hibiscus flowers [3.8% ABV], Classic Champagne [4.3%] and alcohol-free     Strawberry & Mint.

'Completely different'

M&B wine category manager Lydia Worsey described the range – offered in conjunction with popsicle maker POPS and starting in price from £3.50 – as “fun, innovative and something completely different that will set us apart from our competitors”.

“Pushing the boundaries and testing new products is a huge focus for us, especially in the wine category, where we need to work harder than before to attract younger consumers who are looking for something quirky, Instagrammable and for wine to be more accessible,” she said.

'A playful way'

“It has been great to partner with a young, entrepreneurial and passionate brand that has great experience with events, social media and activating their product in an engaging and playful way.”

POPS co-founder Harry Clarke added: “We know that pub and restaurant goers love the POPS concept – it’s tasty, fun and definitely a conversation starter. The Mitchells & Butlers group partnership marks a significant point in our journey as we grow POPS’ presence outside London.”

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