Badwater Tequila today (30) announced the launch of its debut RTD cocktail range to challenge and impact the rapidly growing RTD and tequila category in the UK, driven primarily by Gen Z consumers.
In addition to the launch, Badwater Tequila has announced a three-year distribution partnership with Proof Drinks for the range of naturally flavoured tequila cocktail RTDs. Proof Drinks will target Grocery, Convenience, and Wholesale sectors and support the brand as it activates in the UK with a busy festival and events calendar. Partnered with Proof Drinks, Badwater plans to realise its ambition to become the number one ready-to-drink tequila brand in the UK.
The refreshing Badwater Tequila range is available in three flavours in 330ml cans – Lime Margarita, Pineapple Crush and Grapefruit Paloma, all made with real fruit juice.
Badwater has appointed former Heineken UK CEO, David Flochel to the position of Chairman and Jason Sennitt, who has held executive positions at Diageo, Pernod Ricard and Suntory, as COO, both bringing a wealth of experience and drinks knowledge to the brand.
Chairman at Badwater, David Flochel comments, “I am extremely proud of what Dan and the team have achieved in such short period of time. With our ambition to lead the new segment of tequila cocktails RTDs, partnering with Proof Drinks is a major milestone for us. Together, we are building a new brand concept for new generations of drinkers, while sharing the same set of values.”
COO at Badwater, Jason Sennitt comments, “The opportunity to join the Badwater team at such an exciting point was one I simply had to jump at. The opportunity space for a better-for-you range of Tequila-based RTD cocktails, given prevailing consumer and category trends, is enormous. Our target consumers tell us they want great tasting cocktails that don’t have excessive levels of sugar or alcohol and that they have a growing interest in the on-trend Tequila category. Our ambition is now to meet those needs simultaneously at scale, by combining our exciting liquid innovation with the building of a culturally relevant Tequila brand.”
Badwater Co-Founders Dan Spurr and Singer, Songwriter and TV Personality, Wes Nelson, commented, “We are delighted to partner with Proof Drink as they are a great fit for Badwater Tequila. Their track-record building global brands is exceptional and is testament to the talented team behind the Proof operation. Proof’s expertise in tequila is also a huge draw for Badwater and it will allow the business to grow and roll out distribution in the UK much more quickly. Badwater Tequila is on a mission to build a better-for-you tequila brand that delivers fully on flavour and quality, whilst having fewer calories and less sugar than typical products in the category. BadWater has its sights set on becoming the number one, ready-to-drink tequila brand in the UK and Europe.”
Managing Director at Proof Drinks, John Vider comments, "We have witnessed first-hand the explosive growth in the tequila and ready-to-drink (RTD) markets and are thrilled to partner with Dan and the team to grow Badwater’s category-leading innovation.”
The cocktail flavours are sold in single 330ml cans (RRP: from £2.75) 4.5% ABV.
