News
Brewdog RTD cocktail brand secures major 680-strong listing win
Just one year after its launch, the ready-to-drink (RTD) cocktail brand has added to its off-trade presence, which already included more than 500 Tesco stores nationwide, with Sainsbury’s and Waitrose listings.
The Wonderland collection is made up of 10 drinks, which use premium spirits from BrewDog Distilling Co., such as LoneWolf gin, Abstrakt vodka, DUO rum, and Casa Rayos tequila.
The range includes a Classic Margarita, Cosmo, Strawberry Daiquiri, Watermelon Margarita, Whisky Sour, Espresso Martini and Passionfruit Martini – which are designed to be shaken before served. They are each packed in cans with extra space for a longer-lasting crème and a higher alcohol content.
The Classic Mojito, Long Island Iced Tea, Cantarito Paloma make up the rest of the collection – and are ‘Chill’ cocktails that are ready to serve directly from the can.
Waitrose will now stock Wonderland’s Long Island Iced Tea and Strawberry Daiquiri, while Sainsbury’s shelves will house Strawberry Daiquiri, Passionfruit Martini, Watermelon Margarita, and a brand-new, exclusive SKU, Chocolate Orange Espresso Martini.
The Chocolate Orange Espresso Martini (14% ABV) uses BrewDog Distilling’s Abstrakt vodka and is paired with Arabica coffee and a twist of orange liqueur.
“In under a year, Wonderland Cocktails have landed in excess of 6,000 new distribution points across the off-trade,” commented Steven Kearsley, managing director at BrewDog Distilling Co.
“With Waitrose and Sainsbury’s joining the stockist list this September, we’re delighted to see the growth of Wonderland distribution across an exciting category that will be subject to extreme growth in 2025.
“The appetite for genuine bar-quality cocktail RTDs is alive and thriving. And Wonderland is here to make cocktails fun. Interestingly, the introduction of new SKUs has not led to any cannibalisation of the current range, instead it’s playing a role in driving better penetration and rate-of-sale across our bars network which further solidifies the consumers want and need for exceptional quality canned cocktails. And variety is paramount!”
Individual cans will be priced at £3.90 and £3.99 at Sainsbury’s and Waitrose, respectively, with both retailers offering a 4 for 3 mix and match deal, with the cheapest item free.
In other news, contaminated mustard has sparked an official warning from the Food Standards Agency as products were recalled due to incorrect labelling earlier this month.
