Remember when Vegemite came in jars that were designed to be repurposed as drinking glasses? Good times. Now RTD cocktail creators are giving it a whirl.
UK-based small batch cocktail brand Kocktail recently launched an innovative new RTD product that comes in a reusable glass. And we’re here for it. Could this be the future of premium RTD cocktails?
The product’s packaging and contents are both positioned as a high-end offering. Kocktail uses spirits including Elijah Craig Small Batch, as well as Hepple Gin, Asterley Bros and Cazcabel.
Co-founders Emil Stickland told Packaging Europe: “The Kocktail Glass offers a point of difference in the category as we serve up a fresh take on ready-to-drink.
“We’ve focused on delivering an elevated cocktail experience that truly delivers. A first-of-it’s-category cocktail glass format, our Kocktail Glass contains a premium cocktail and is designed to be kept and reused, something yet to be seen in our category.
“Every time we saw a cocktail in a can, or a pouch, we just wished it was in a glass, with ice and a lovely garnish and all the ceremony that surrounds that. We think a cocktail should be an experience and our beautiful new Kocktail glasses really deliver on that.”
The new format comes in three varieties: Old Fashioned, Margarita, and Negroni, with each 100ml serve retailing for £7.50 ($AU14).
Clear new direction for RTDs
If you needed further proof that the RTD market is getting a premium makeover, look no further than Moët serving its first premixed cocktail at the US Open.
Made with Moët Ice Impérial and fresh lime, then sealed in a clear PET can that resembled a tennis ball canister, the Moët Serve was a hit at the tournament.
This new style of RTD has taken off in Australia too, with brands including Jervis Bay Distilling Co. using them for their visually appealing and award-winning range.
As Creative Brands notes: “The packaging may be playful, but the implications are serious. For decades, convenience in drinks was largely associated with the ready-to-drink (RTD) category, often seen as the preserve of mainstream brands.
“Now, the world’s biggest champagne house is embracing the same ethos, demonstrating that ease of consumption and premium quality are no longer mutually exclusive. By doing so, Moët & Chandon is not only broadening its reach but also redefining what luxury can look like in modern drinking culture.”