US pre-mixed cocktail brand BuzzBallz launches into UK convenience

Specialist drinks wholesaler Hammonds of Knutsford has announced the launch of BuzzBallz – a leading premium, bar-strength cocktails from the US – into the UK convenience sector.

Six SKUs – Choc Tease, Tequila ‘Rita, Strawberry ‘Rita, Lotta Colada, Chili Mango and Espresso Martini – will be available to independent retailers and convenience stores via Hammonds, which has secured an exclusive distribution deal.

All 200ml ‘balls’ are 13.5 per cent ABV with an RRP of £3.50 each.

A smash hit in the US and on target to sell 100 million balls this year, the pre-mixed drinks are made with premium spirits, bursting with real fruit juice, natural flavours and ingredients.

BuzzBallz are regularly featured on US social media and the expectation is they will prove similarly popular with British users. The UK launch 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.

BuzzBallz is proudly woman-owned, with founder Merrilee Kick creating BuzzBallz at her kitchen table over 12 years ago. She said: “We’ve created a real buzz in the USA and we know there’s a huge appetite in the UK for fun, convenient ready-to-drink cocktails that pack a punch. The RTD market is a fast-growing category, yet it is crying out for more innovation and excitement. We believe that BuzzBallz can deliver this”.

Tim Dunlop, brand director at Hammonds, added: “As the UK gears up for the summer, consumers are seeking out exciting new experiences in a big way, and the colourful BuzzBallz range provides a fantastic solution for the convenience sector. They are fun, different and great for sharing with friends. For the launch we have selected the four best-selling US flavours, plus two new variants: spicy Chili Mango and on-trend Espresso Martini”.

Pre-mixed cocktails and long drinks are expected to increase share of the RTD market from 25 per cent in 2014 to 60 per cent in 2024, so BuzzBallz presents a significant opportunity to the UK drinks sector, especially when consumers are looking for new and unusual options in the chiller.

It is the number one biggest selling pre-mixed cocktail brand in the US convenience channel and Hammonds says they expect the brand to repeat the performance here too.

Extensive branded POS materials will be available to support the UK launch including counter and chiller racks, free standing display units and eye-catching signage to add appeal and create a buzz in stores.