BrewDog to debut RTD canned cocktail range

By: Trademagazin editor Date: 2023. 09. 07. 10:19

BrewDog is to launch a range of five ready-to-drink canned cocktails under an umbrella brand called Wonderland Cocktail Co. Martin Dickie, BrewDog’s co-founder and CEO of BrewDog Distilling Co, revealed the move via a LinkedIn post.

Image: LinkedIn/BrewDog Distilling Co.

Writing on the platform, he said Wonderland Cocktail Co’s initial offer would comprise a Classic Margarita (14% abv, 125ml) and Cantarito Paloma (10% abv, 200ml) made using its as-yet-unreleased Casa Rayos Tequila.

It would also feature an Espresso Martini and Passionfruit Martini (14% abv, 125ml) made using its Abstrakt vodka, and a Classic Mojito (10% abv, 200ml) with its Duo White Rum, he added.

The range will be available to buy via BrewDog’s bars and online shop from 11 September, before rolling into Morrisons from mid-October.

“We released our first premium RTD in February 2017. This was a whisky old-fashioned made using our exciting single grain scotch whisky (aged in a new American oak barrel) – Uncle Dukes,” Dickie wrote. “Since then we have released a host of other great-tasting bar-quality cocktails. We always use our own spirits as the base in the cocktails we make and in two weeks’ time will be releasing our new canned cocktail company – Wonderland.

“Wonderland Cocktail Co will bring you a great range of full flavour, bartender quality, carbon neutral cocktails in a very handy can.”

BrewDog Distilling Co presently represents a small part of BrewDog’s overall business, with annual revenues of just £10m (compared with the £286m turned over by its group operations in 2021).

The Scottish business invested £7m in May to overhaul the brands within its spirits roster. It also commissioned a new distillery on site in Ellon that would treble the distilling company’s production output.

The Grocer