Au Vodka ‘gets Tango’d’

Carlsberg Britvic-owned soft drinks brand Tango has partnered with Au Vodka to capitalise on the continued growth within the premium ready-to-drink (RTD) category.

Launching nationwide in the UK today (14 May), the collaboration combines recognisable flavour profiles with 'strong shelf standout and convenience-led appeal'. The two carbonated RTDs have been inspired by Tango’s apple and orange variants, and combine Au Vodka’s premium spirits positioning with Tango’s established consumer recognition. By combining these recognisable flavours with consumer familiarity, the product seeks to offer a low barrier to trial while catering to convenience-driven drinking occasions. Its format is said to be ideally suited to fast-paced on-trade environments, allowing for quick and efficient service ‘without compromising on quality or brand appeal’. Jackson Quinn, co-founder of Au Vodka, said: “We see this as a strong commercial opportunity within the ready-to-drink category. Combining the recognition and familiarity of Tango with Au Vodka’s established consumer audience creates a product with broad appeal across both retail and on-trade channels.” He added: “This launch brings together two highly recognisable brands in flavours consumers instantly understand. The apple and orange variants are designed to drive visibility, familiarity, and a strong rate of sale.” Munnawar Chishty, chief marketing officer, Carlsberg Britvic, noted that Tango Apple and Orange are “two of the brand’s most iconic flavours,” making them a natural fit for a premium ready-to-drink collaboration. “Tango has always been known for bold flavour and personality. Bringing our iconic Apple and Orange flavours into ready-to-drink alcohol with Au Vodka creates an exciting new opportunity for consumers. “This collaboration reflects the growing crossover between soft drinks and alcohol, particularly within the flavour-led ready-to-drink market.” The launch will be supported through a national consumer and trade PR campaign across the drinks trade, hospitality, FMCG, and retail media. The collaboration taps into growing demand for flavour-led ready-to-drink and nostalgia-driven products, with consumers increasingly looking for convenient serves from brands they already know and love. Earlier this year we explored the power of RTD tie-ups between spirits and soft drink and mixer brands.