Shake it up

The ready-to-drink market has seen huge innovation and growth in recent years with the appetite for cocktails exploding. Drinks Industry Ireland looks at some of the exciting new brands shaking up the market

The RTD market is currently worth over €65 million in ROI grocery channels, with single unit RTDs driving the overall category and sales value up by 20%, according to Nielsen. New brands are working alongside top mixologists across the world to bring something new to the drinks industry. RTD sales are expected to double in value in the next few years, driven by innovation and an over 11% growth in Ireland’s RTD category. This is well ahead of long alcoholic drinks at 3.1%. This growth reflects a broader trend with over two-thirds of people agreeing that at-home socialising is a more affordable alternative to going out so the potential for off-trade sales is huge. Many of the new brands are focused on the younger demographic with an emphasis on socialising with friends and having fun.

Cocktails anytime, anywhere

Founded in London in 1999, and now supplying over 20 countries worldwide, Funkin Cocktails work with top mixologists and bartenders across the world to lead the way in flavour innovation and trends in the drinks industry. Launching first into the on trade, Funkin were the first to create 100% natural fruit purees, with their passion fruit puree being used in the original Pornstar Martini. Funkin then developed its range to provide a full offering of top-quality cocktail solutions for the on-trade, diversifying into syrups, mixers and more. Over 20 years’ experience culminated in the launch of Funkin Cocktails Nitro-infused RTD range in 2019. Real fruit and spirits, combined with a unique nitrogen infusion creates a silky-smooth bar-quality cocktails in a can. Launching in a range of the popular flavours, including the nation’s favourite, Passion Fruit Martini, Funkin’s nitro range shot to success, making them the UK’s number 1 cocktail brand in both the on and
off-trade.*
Funkin proudly certified as B Corp in 2023, making them the first cocktail company in the UK to do so. This commitment to not only crafting delicious cocktails, but to using their business as a force for good continues, with sustainability and social responsibility sitting at the heart of their brand. Funkin also works with the Carbon Trust in order to hit the goal of becoming net-zero by 2050.
With 2024 marking 25 years of Funkin Cocktails, this multi-award winning brand is celebrating in style, continuing to lead the way in innovation, quality and ensuring great tasting cocktails are available to everyone – anytime, anywhere.
Funkin Cocktails, now proudly distributed by Barry & Fitzwilliam.
*Source: Nielsen Pre Mixed Alcoholic Drinks Total Coverage Data MAT 13.05.2024

Bringing premium RTD cocktails to Ireland

GM Marketing has been named the official distribution partner for Moth, the UK’s fastest-growing premium ready-to-drink (RTD) cocktail brand1. This partnership marks a significant milestone as Moth’s range of bar-quality, bar-strength canned cocktails will broaden its distribution of the top four bestsellers to consumers across the island of Ireland. Moth, renowned for its exquisite cocktails made from award-winning spirits, offers a variety of flavours that cater to every palate. Irish consumers will now get to enjoy Moth’s fresh, sharp and confident Margarita, soulful, juicy, bittersweet Mojito, silky-sweet and swanky Piña Colada and the soft, bitter Espresso Martini, with every sip guaranteed to be a delightful experience.
The RTD market is currently worth over €65 million in ROI grocery channels, with single unit RTDs driving the overall category and sales value up by 20%2. This growth reflects a broader trend with over two-thirds of people agreeing that at-home socialising is a more affordable alternative to going out and two-thirds of these hosting social gatherings such as ‘big nights in’ with friends and family3.
With the support of GM, Moth’s range of cocktails is perfectly poised to meet this Irish consumer demand and drive incremental growth to the category and retailers carrying Moth. Offering bar-strength, bar-quality drinks that can be enjoyed without the need for a fancy setup. In the UK, Moth holds an impressive 70% share of the super-premium RTD category, overtaking Pimms and White Claw, with a Moth cocktail being sold every 10 seconds2. The brand’s popularity is a testament to its commitment to quality and taste.
“We are thrilled to bring Moth’s premium canned cocktails to the Irish market. Our team at GM is dedicated to ensuring that Moth becomes a household name across Ireland. With our shared commitment to grow Moth across the island or Ireland, we believe this partnership will be a great success” said Gerard McAdorey, managing director at GM Marketing
Ben Blake, head of Marketing at Moth, adds: “We are delighted to partner with GM Marketing to introduce Moth’s delicious canned cocktails to the people of Ireland. Our cocktails are designed to be enjoyed anywhere, anytime, and we are confident that Irish consumers will love the convenience and quality of Moth.”
Moth’s cocktails are designed for any occasion for a Mix of Total Happiness (MOTH). Whether hosting at home, enjoying on the go, or giving as a gift, Moth’s single-serve cans offer the perfect solution. Each can is fully recyclable and packed with the best ingredients, ensuring a premium cocktail experience without the hassle of mixing. Fresh without the faff. Taste without the price.
With RTD sales expected to double in value in the next few years, driven by innovation and an over 11% growth in Ireland’s RTD category—well ahead of long alcoholic drinks at 3.1%4—Moth is well-positioned to lead this exciting market transformation. Moth’s Irish range includes:

Margarita: Fresh, sharp, and confident. Best enjoyed in a Martini glass with a salted rim.

Piña Colada: Silky-sweet and swanky, reminiscent of pink skies in Puerto Rico.
Mojito: Soulful and bittersweet, perfect for hot summer days.
Espresso Martini: Smooth and rich, a perfect blend of vodka, cold brew, and coffee liqueur.

1 479 BRAND in GB Groc Mults during Latest 52 weeks 24/02/24
2 Nielsen IQ Scantrack Data, 52 Weeks to 10 March 2024
3 Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources.
4 Mintel, A Year of Innovation in RTD, Wine & Spirits, 2024.

It’s a Vibe

Traditional RTDs, like WKD, are well established. They meet the core consumer usage needs – great taste, easy drinking, readily available – and these broad consumer needs don’t change significantly over time.
Alison Gray, head of Brand – WKD, SHS Drinks, “The major brands work hard to remain contemporary. We’ve diversified and taken WKD into a new category adjacent to RTDs in order to create a foothold in easy-drinking occasions.
“Last December, we launched WKD Vibe, a versatile collection of both clear and creamy 15% ABV shots which takes its inspiration from the variety of shooters available in the on-trade.
“Innovation is great for the category. The key thing is that it needs to be about quality and not quantity. True innovation delivers something new and different and that’s how we’ve approached our three main focuses over the past year”
• WKD Purple Grape – Bringing a vivid new colour to the 700ml WKD 4% ABV line-up.
• WKD X – In autumn 2023, WKD X – a 7% ABV drink containing caffeine, guarana, and taurine – was relaunched with new flavours and new-look cans.
• 0.0% WKD – Positioned as ‘0% alcohol. 100% WKD’, the new 250ml can variant is the brand’s first venture into zero-ABV territory.
As the RTD market continues to evolve, WKD’s diverse offerings and innovative approaches will ensure it remains a dominant force in Ireland’s vibrant drinks landscape.
For sales enquiries, contact SHS Sales & Marketing Ireland at info@shs-sales.ie or +353 (1) 401 6200.

Bringing the craic

The original Fatfrog was known for bringing the craic to every party. You might remember it from your younger days getting buzzed at the weekend or you might just be discovering Fatfrog for the first time you lucky thing! Either way, here’s all you need to know about the OG Fatfrog.
Once upon a time it was in a bottle so you could see that luscious green liquid but it has kissed a prince, had a makeover and now comes in a new grab-and-go can – perfect for any occasion, recyclable and now you can fit more in your pockets/bag/suitcase/hands. Win, win, win.
Irish through and through, Fatfrog claims to bring the craic to every party. No drama, no BS, no effort, just pure fun, laughing and letting loose. While it says it’s now a hard seltzer, because it has “way more game and flavour than that lot. We’re more of a hard citrus soda. What’s hard citrus soda? Well, think of it like lemonade and pink lemonade but with an alcoholic kick (a sweet 3.4% ABV). Totally refreshing, fun and colourful and now in a handy can so you can grab and go. Pure refreshment – the perfect buzz of a delicious drink and kicking back with your fave people in the world. We’re all about the fun and none of the fuss,” says the brand.

Get the party started

BuzzBallz are premixed ready-to-drink single-serve cocktails perfect for today’s grab-n-go lifestyles. There are five bold flavours all produced at bar-strength for that fun cocktail experience. Just the thing to get the party started.
The distinctive and totally unique patented 200ml PET balls are made in Texas by an independent woman-owned business.
The unique pocket-sized shape is hard to resist, and the broad range means there is a flavour for every occasion.
Launched in Ireland during 2022 and distributed by Michael Slattery Wine and Spirits, BuzzBallz is already the #4 RTD brand in the convenience sector with a 6% market share, ahead of established brands such as Funkin, Koppaberg, Gordons, and Dragon Soop.
Most well-known canned cocktails are low alcohol at 5% ABV or less. BuzzBallz at 13.5% gives a bar-strength experience from ONE ball giving more buzz for less bucks!
The range includes Strawberry ‘Rita – a fruity sweet margarita cocktail, Tequila ‘Rita – a crisp and zesty twist on the classic margarita, Chili Mango – spicy and sweet a cocktail with attitude, Choc Tease – a rich chocolate martini, and the limited edition Pornstar Martini – a modern classic.
All are now available in brightly coloured shelf-ready 12 pack boxes for ease of merchandising.
For more information please contact: – Michael Slattery wines and Spirits sales@mswines.com