Proximo Spirits will unveil new ready-to-drink expressions from José Cuervo and The Kraken Rum to global travel retail partners at the TFWA World Exhibition & Conference in Cannes, as the company targets the growing opportunity for convenient, flavor-led formats in the channel.
The launches mark a new focus on RTDs within Proximo Spirits’ GTR portfolio and will give the company’s travel retail partners an opportunity to explore formats designed around two increasingly important consumer demands: convenience and flavor.
Leading the new line-up will be the José Cuervo Sparkling Lime Margarita RTD and two The Kraken Black Spiced RTDs, inspired by popular serves for the rum brand: The Kraken Black Spiced Ginger and The Kraken Black Spiced Cola.
Roy Summers, Head of Global Travel Retail at Proximo Spirits, said: “Convenience and flavor are the key pillars for Proximo Spirits and our new focus on RTDs for the global travel retail market. We see significant potential for the category in GTR, where consumers are looking for products that are easy to understand and enjoy, but which still deliver the distinctive flavors and brand experiences they know and trust.
“José Cuervo and The Kraken give us two incredibly strong brands with which to develop this opportunity. We’re looking forward to introducing all three products to our retail partners in Cannes and discussing how we can work together to build the RTD opportunity across the channel,” said Summers.
The new José Cuervo Sparkling Lime Margarita, The Kraken Black Spiced Ginger and The Kraken Black Spiced Cola RTDs will be showcased alongside recent TREX launches such as the 1800 Triple Cask Anejo, Bushmills World Wood Series and a newly updated glass bottle design for Black Bush 80/20, on board the Sud yacht, Harbour Village in Cannes.
