ELLC unveils RTD range

East London Liquor Company (ELLC) has unveiled the first of three “big new launches” this year – a collection of ready-to-drink (RTD) cocktails that also showcase the brand’s new look.

The collection comprises four expressions: Grapefruit Gin and Tonic (5% ABV); Rum and Ginger (4.6% ABV); Vodka and Rhubarb (4.6% ABV); and a low-alcohol (0.5% ABV) variant of the Grapefruit Gin and Tonic. The RTD range was created by ELLC’s James Law, who looks after innovation for the company’s ‘drinks on the go’. Described as “bartender-quality cocktails in a can”, the Grapefruit Gin and Tonic, Rum and Ginger, and Vodka and Rhubarb RTDs are available to purchase for RRP £24 (US$30) per 12-can case. Meanwhile, the low-ABV Grapefruit Gin and Tonic is available for RRP £20 (US$25) per 12-can case. Each can contains 33 calories. Alex Wolpert, founder of ELLC, said: “Launching an RTD range was a natural progression for us. East London Liquor Co has been making good booze at good prices for good people for over half a decade. “So, for everyone who wants bartender-quality cocktails at home but can’t be bothered to make them, these are just for you. “Sure, summer is going to be different this year, but we’ve never let anything hold us back. We’re all about drinking defiantly, even if that means a refreshing drink while working on your tan through wide open windows instead of in the park or on a beach.” Last year, ELLC unveiled a trio of new releases, including the “first” single malt from east London and a rye whiskey.