Pernod Ricard launches West Coast Cooler RTD

Pernod Ricard UK is introducing West Coast Cooler — a brand originally created by Irish Distillers in 1984 — to the UK.

The product is a refreshing blend of premium wine, sparkling water, and fruit flavours. It will debut with a three-month grocery exclusivity period in Tesco, followed by a wider rollout across convenience and wholesale channels starting this month.

The launch targets the rapidly growing low and no and low-calorie segments. West Coast Cooler offers a lower ABV of 4%, catering to the moderation trend.

• West Coast Cooler Original: A blend of white wine, citrus, pineapple, and passion fruit (93 calories per serving).
• West Coast Cooler Sunburst: A tropical variant featuring peach and mango (88 calories per serving).

Ian Peart, commercial director of Pernod Ricard UK, noted the strategic importance of the launch: “The launch of West Coast Cooler here in the UK is a great addition to our growing RTD portfolio and a brand-new proposition for the category… staying true to our focus of premiumisation.”

The brand carries a strong sense of nostalgia for those familiar with its Irish roots, but it is being positioned for a new generation of health-conscious UK consumers. With vibrant packaging and a light, sparkling profile, it aims to capture the summer aperitivo and outdoor drinking occasions.

The range joins Pernod Ricard’s existing heavy-hitters in the RTD space, including Malibu, Absolut, and Jameson, further diversifying the company’s convenience portfolio.

The RTD format inherently reduces the need for complex glassware and serving infrastructure, fitting into Pernod Ricard’s broader focus on efficient, premium delivery. The lower-ABV nature of the product also aligns with industry-wide efforts to promote responsible hosting and provide high-quality alternatives for those looking to reduce their alcohol intake.

For the brand this means:

• Capitalising on Moderation: the low-ABV (4%) and low-calorie space is a strong source of growth, with the segment expected to see volume growth of 7%.
• Cross-border success: leveraging established regional leaders (like Ireland’s No. 1 RTD) can reduce the risk associated with new product launches in competitive categories.
• Exclusive retail windows: using grocery-exclusive periods (eg, Tesco) helps build initial brand momentum before hitting the wider wholesale market.

The move signals a shift away from high-strength pre-mixed cocktails toward lighter, wine-based coolers. As the RTD category matures, Pernod Ricard is betting that a mix of “loyal and nostalgic fans” and new, calorie-conscious drinkers will drive the next wave of category growth.