Vimto Out of Home‘s Fryst frozen cocktail brand will further penetrate the growing entertainment and festival market after partnering with food and drinks supplier Freemans Event Partners.
This summer nearly one million consumers will experience Fryst during its packed events schedule.
Frozen slush, traditionally seen at theme parks and leisure centres, has been taking the on-trade by storm recently, where it is served both as a standalone slush drink and a cocktail mixer.
With the demand for frozen cocktails picking up pace, Vimto Out of Home’s Fryst brand is being turned to by many outlets as they look to generate additional sales for little additional cost.
At festivals across the UK, thirsty consumers will get the chance to sip classic frozen cocktails from the Fryst iced cocktail bar at events at Silverstone throughout the year, including Silverstone Classic and Moto GP, as well as sold-out Boomtown Fair, London’s biggest free family festival Lambeth County Show and hugely popular festival Sundown, to name but a few.
Stephen Freeman, managing director for Freemans Event Partners, said: “We are delighted to be partnering with Vimto to deliver their new premium frozen cocktail brand into the out-of-home events environment.
“Launching this July, event goers will be able to select from a range of iced cocktails, including Daiquiris, Cuba Libres and Blue Lagoons.
“We’re looking forward to growing the relationship over the coming season as the Fryst brand activates at a number of high profile events.”
Alongside the classics, Fryst offers some “more innovative serves”, such as its recommended Berry Nutty recipe. Each cocktail requires minimum time and effort; bar staff simply have to pour the base spirit, add the Fryst mix and serve.
Nick Yates, sales and operations director for Vimto Out of Home, added: “Increasingly, consumers want to experience premium drinks that they don’t have to wait for. As a result, we’re seeing an uplift in demand for Fryst from restaurants and bars across the UK
“With its high margins, consistency of serve and free on loan equipment, Fryst is perfect for high footfall operators and events in particular.
“Our partnership with Freemans Event Partners will help us deliver this highly on-trend drink to even more festival-goers and fun-seekers throughout the country.”
Fryst is just one of the brands in the Vimto Out of Home frozen portfolio, which currently serves over 35 million cups of frozen drink every year.