Global Brands

Global Brands, a UK-based firm that manufactures, distributes and owns a number of alcoholic drinks brands, has launched its ready-to-drink (RTD) VK Blue in a new 500ml bottle format – The Big Blue.

VK Blue is part of a range of RTD beverages under the VK brand.

The other flavours of VK are VK Ice, VK Cheeky, VK Orange, VK Cherry, VK Tropical and VK Apple, all of which are bottled at 4% ABV.

VK is made from real fruit juice and does not contain any artificial sweeteners, claims the company.

Available in both on- and off-trade markets, the RTD can be enjoyed from the bottle, over ice in pint glass or as an ingredient in the brand’s shared fishbowl and pitcher serves.

Global Brands marketing director Simon Green said the RTD category is still in growth and worth £419m to the on trade.

"The brands that are winning have evolved, adapted and innovated to find new ways of fulfilling today’s consumer’s needs," Green added.

"The resurgence of RTDs is partly due to the popularity of 500ml, which is worth £82 million to the on trade and growing at +30%². The category commands a higher retail selling price and therefore increases spend per head, but the trade was missing out by not having a well established, traditional RTD in the mix.

"’The Big Blue’ fulfils a number of roles for the consumer, from a refreshing ‘straight from the bottle’ serve to a colourful, great tasting base for pitcher cocktails. VK Big Blue is the first of the traditional RTDs to move into 500ml and following the phenomenal success of a new generation of RTD brands, such as Hooch and Hooper’s, we’re confident that other VK flavours will soon be joining The Big Blue."

The VK range is also available in 275ml, 700ml, mixed pack, and six pack formats.

Image: The Big Blue is the 500ml version of VK Blue. Photo courtesy of Global Brands Ltd.