Halewood International Launches Summer Flavour For Caribbean Twist Range

10 Jun 2014 --- Halewood International, the UK’s leading independent drinks manufacturer, has unveiled a new flavour, Peach Paradise, ahead of summer for its pre-mixed cocktail brand Caribbean Twist.

The new flavour joins five existing variants within the Caribbean Twist range, which currently ranks as the UK’s favourite pre-mixed cocktail brand, as well as the third most popular RTD brand in the Off Trade.

In the last year, Halewood International has improved volume sales of Caribbean Twist in the Off Trade RTD category by 22%, driven by increased sales in both the multiples (+23%) and convenience (+68%) channels and is the only top three RTD Brand currently in growth.

Halewood International has secured a major listing with Tesco for Peach Paradise, and the flavour will be available throughout the convenience and route-to-market channels in its traditional 70cl bottle.

The Caribbean Twist brand has also been refreshed for the summer months, with a new bottle design for all six flavours. There is now a clear area on the bottle so consumers can view the liquid, next to a reference of how the product is made with real fruit juice. Both the logo and images on the bottle have been enhanced to create additional stand out on shelf.

The launch of Peach Paradise coincides with the first social media campaign for Caribbean Twist, through the creation of Facebook, Twitter and Instagram pages to promote the brand to its increasing number of young RTD consumers.

Lorna Tweed, Brand Manager for Caribbean Twist at Halewood International, comments: “Caribbean Twist has experienced an increased rate-of-sale over the past year through new listings and a consumer desire for enjoying popular cocktail flavours at home.  It is the perfect flavour for the summer months, to be shared with friends at BBQs, garden parties and festivals.

“Peach Paradise compliments the other traditional, fruity flavours within the Caribbean Twist range, and strengthens the brand’s appeal within the RTD segment.”