BuzzBallz Cocktails unveils new campaign targeting convenience sector

BuzzBallz Cocktails has launched a new heavy-weight campaign targeting the UK’s independent, community and convenience retail sector.

The six-strong range has established a foothold in the country, and after being embraced by the trade, the firm has focused its efforts on winning the convenience channel for the long term with a dedicated six figure investment for summer 2023.

Activity kicks off now with trade marketing, advertising, social and PR designed to drive wide awareness of the range and the opportunities for retailers and store managers. It will focus on how BuzzBallz Cocktails is carving a new position in the category with its higher abv ‘bar-strength’ premixed cocktails in a single serve format – perfect for the convenience channel and impulse nature of shopping occasions.

A key part of its strategy to win the UK’s convenience sector is a small fleet of BuzzBallz Cocktails brand builders – a dedicated team and new vehicle livery charged with travelling the country and taking the brand in to convenience retailers, independent stores and off licenses. They will drive brand awareness, secure further distribution and act as ambassadors for the brand, advise on best merchandising practice, and host tastings. BuzzBallz Cocktails will also take space at key trade shows and events this year.

To enhance in-store theatre and purchase appeal, it is also offering retailers bright, branded POS, including free-standing display units, wall-mounted fixtures, counter and chiller racks, signage and shelf talkers.

In addition, an eye-catching range of 12 packs with convenient shelf-ready packaging launched in April featuring a tear-off section for ease of in-store presentation, bringing a pop of colour to drinks fixtures, aisles and chillers.

“Convenience is a critical channel for BuzzBallz Cocktails and off the back of immediate success since last summer, we’re expediting our strategy and placing increased focus on the channel. Our goal is to help retailers make the most of our range and demonstrate the profit potential for each store that stocks the products,” David Relph, Buzzballz Cocktails country manager for UK and Ireland, said.

“We know the RTD category is thriving but there’s still a limited choice for consumers, with most brands offering a similar positioning of low abv drinks. There is a trend for premium, premixed cocktails for at-home consumption and consumers are looking for simple, versatile, great-tasting serves that bring excitement to occasions, and the colourful BuzzBallz Cocktails bar-strength range is a fantastic option.”

Relph added that Summer 2023 will be key as there will be so many opportunities to tap into once the good weather kicks in.

“Think big nights in and cocktails in the home, movie and sports viewings, parties, BBQs, pizza nights and summer gatherings in the garden. The on-the-go opportunity is huge too for RTDs within convenience, whether for taking to a festival or event, or to enjoy in a park or picnic,” he said. “Sporting events such as the FIFA Women’s World Cup, and the men’s Rugby World Cup will bring people together and the round ball shape really ties into the sporting theme.”

BuzzBallz has also confirmed a year-long partnership with wholesale group Unitas to consolidate its presence among wholesalers, depots and member groups, and is also starting to seed the brand with consumers at the BBC Good Food Show in June.

Relph added: “Pre-mixed cocktails are expected to increase share of the RTD market so BuzzBallz Cocktails present a significant opportunity for convenience and independent retailers. We’ve created a real buzz in the USA and we know the UK has every potential to follow in its footsteps. The British appetite is there for higher strength, premium quality premixed cocktail RTDs and for flavour exploration. We know there’s huge potential in the UK for this end of the RTD category to grow and we’re calling on the convenience sector to join us in getting the products on shelf and into people’s hands.”

Made with premium spirits, real fruit juice, natural flavours and ingredients, BuzzBallz Cocktails are crafted to a high standard. The 2023 consumer strategy is to target 25 to 40 year olds, living in urban areas, who enjoy socialising with friends while on the go, in the garden or park, and on their way to parties, events and festivals.

All 200ml balls are 13.5 per cent ABV with an RRP of £3.99 each. Six SKUs are available to convenience and independent retailers via exclusive distributor, Hammonds of Knutsford: Choc Tease, Tequila ‘Rita, Strawberry ‘Rita, Lotta Colada, Chili Mango and Espresso Martini.