Global Brands, the leading producer of ready-to-drink brands, has launched a range of craft “alcoholic sodas” in cans into the on-trade as well as retail.
Under the name of Crooked Beverage Co, there are three different variants, made with all-natural flavours, colourings and real fruit juice, with a malted base. They all have ABV of 4.7%.
The alcoholic sodas are fruity and lightly carbonated with a dry hoppy finish. The three variants are: Dayglo Skies, with flavours of sweet and tart raspberries mixed with the citrusy hit of lime; Midnight Stage, with the bold and refreshing taste of blood orange combined with zingy passionfruit; and Mother Moon, offering soft and sweet ripe peach combined with delicately perfumed pomegranate.
Packaged in 330ml cans, they are aimed at people aged 20 to 30 and bridge the gap between RTD products, fruit cider and craft beer.
The fruity body of the liquid is designed to provide a sweet but not sickly alternative for millennials who are increasingly seeking drinks that are not hugely sugary and synthetic, while the slightly hoppy notes also appeal to beer drinkers.
They are already stocked by Camerons’ 13-strong The Head of Steam group of pubs across the north, with more listings in the pipeline.
Charlie Leaver, innovation manager at Global Brands, said: “Crooked Beverage Co is something completely and truly different and with that it opens up a new realm of possibility. We plan to drive value into the RTD category by innovating and premiumising.
“We’ve taken a combination of the best from different categories to make a drink that is the first of its kind. We saw that the target demographic of consumers were tiring of overly sweet drinks with questionable ingredients, and so have created a product that tastes great, looks great, and is essentially natural.”
The three products have a low sugar content, as little as 4.6g per 100ml, sourced from natural ingredients. The taste and aroma of the fruits burst through without being masked by artificial flavours or sweeteners.
Made by Global Brands near the famous Crooked Spire of Chesterfield in Derbyshire, the drinks are a blend of the company’s Yorkshire and Derbyshire heritage. The brand makes references to niche Sheffield bands and artists through the names and designs, further grounding it in the locale.
The cans are designed with surreal character illustrations to bring the brand to life and catch consumers’ attention, created by Sheffield artist Lisa O’Hara.
Charlie added: “We’re excited to be bringing this to the market and introducing a whole new category of alcoholic soda to the UK.
“The dimensions that Crooked creates both in its artwork and taste is what make it a stand-out product. We’ve crafted this brand by listening to the consumer and with that we’ve made something that’s going to completely change the market.”