UK sees launch of sparkling cocktails in cans
This month will see the launch of a new canned alcoholic beverage, HappyDown.
HappyDown is a range of sparkling cocktails, packaged in a vibrant, on the go format. The drinks come in three flavours: Lychee & Guava infused with Chilli, Lemon & Cucumber infused with Mint, and Raspberry & Pomegranate infused with Basil. The drinks contain only natural flavourings with zero preservatives. They are also gluten free and contain 44 calories/100 ml. The ABV of each drink is 4% and the alcohol component is fortified wine.
HappyDown has been created by the founders of Tipple Brands, Paritosh Bhandari and Vishal Mair, who have been developing the product since 2015. Paritosh comments, “Back in 2012 there was a paradigm shift happening towards ‘better, craft products’ within both the drinks and the food space. Craft beers were sweeping the world of beers and the craft movement was beginning to take wings in the spirits space. But when you looked at the premix/ready to drink category, the consumers were still grappling with synthetic tasting, weirdly coloured sugary drinks. As a result they started moving to other categories like flavoured ciders or craft beers. Our fundamental aim was to liberate the drinkers from the ordinary and the artificial and offer them something far more natural tasting, refreshing and exciting – all done in a very craft manner.”
The brand will initially be available at 70 Morrisons supermarkets across the UK. It will be retailed at £2.20 per 330ml unit and for a limited time period, there will be an introductory offer price in select stores.
