Osborne brings Veterano & Cola to RTD market

Iconic Spanish spirit brand Osborne has officially entered the fast-growing ready-to-drink (RTD) category, launching its legendary long drink — Veterano & Cola — in a 0.33l convenience format.

Known affectionately in Germany as the “KaVeCo” (Kalter Veterano Cola), the mix of matured Spanish spirit and cola has been a staple in bars and homes for decades. By transitioning this classic into a pre-mixed can, Osborne is moving to capture the spontaneous enjoyment market and appeal to a younger, trend-conscious demographic.

The decision to launch an RTD format is backed by significant shifts in consumer behaviour within the German market:

• Segment explosion: the buyer reach in the RTD sector has doubled since 2020.
• Retail dominance: approximately 84% of consumers now purchase RTD spirits in grocery retail for both in-home and out-of-home occasions.
• Consumer demand: a recent survey revealed that 81% of Veterano users expressed interest in a canned version, with 64% stating they would purchase it regularly.

“With this new format, we are transforming a cult classic into a contemporary convenience product,” the company stated. The RTD version maintains a robust 10% ABV, reflecting the premium nature of the original long drink while eliminating the need for manual mixing.

To support the nationwide rollout, which began in January 2026, Osborne is providing retailers with high-impact display solutions. The brand is offering pre-assembled 96-can displays featuring the iconic Osborne Bull logo and brand colours to drive visibility in high-traffic areas, such as refrigerated sections and seasonal event spaces.

For retailers, the launch offers an opportunity to tap into a high-margin growth category while cross-selling with related segments like soft drinks and summer BBQ displays.

By leveraging the high brand recognition of Osborne Veterano — already one of the top-selling Spanish spirits in Germany — the brand aims to establish itself as a leader in the premium RTD segment, bridging the gap between traditional spirit consumption and modern, on-the-go lifestyles.