Funkin and Irn-Bru create RTD
Cocktail mixer producer Funkin has collaborated with Scottish soft drink brand Irn-Bru on a ready-to-drink (RTD) Vodka Martini.
The cocktail is a Vodka Martini combined with Irn-Bru and Funkin's nitro infusion technique, which leads to a ‘velvety smooth texture’ rather than the orange drink’s typical ‘soft fizz’. The new release is also Irn-Bru's first alcoholic RTD cocktail.
Funkin was acquired by AG Barr – the owner of Irn-Bru – for £16.5m (US$21.6m) in 2016. The release comes after Kantar data in October 2023 revealed that two thirds of consumers are looking for something 'new and different’. The brands also cited the rise of bitter orange flavour profiles (such as the Aperol Spritz) and the popularity of vodka-based cocktails and Martinis as factors in the release. With the Irn-Bru Vodka Martini, Funkin claimed it is also aiming to 'shake up the [RTD] category once again'. Funkin’s head of brand, Ashley Birch-Ruffell said the brand “constantly pushed the cocktail category forward to bring new and innovative products to consumers – and this is bigger than ever before”. She continued: “Irn-Bru is a truly iconic brand – loved by consumers UK-wide and backed by over a century of history while still staying fresh and contemporary. As the UK’s number-one cocktail company in the UK, this partnership is truly exciting, bringing both brands to new audiences across categories. “Following the release of our hugely successful Blue Raspberry Martini earlier in the year, which has already racked up sales worth over £700,000 (US$915,477), we’re always on the lookout for the next big thing. We want to make the cocktail consumers have been waiting for, continuing to delight and excite, keeping the category fresh and, crucially, allowing retailers to keep capitalising on this important and growing market.” Funkin is supporting the launch with a 'comprehensive' marketing campaign, which will leverage Irn-Bru's 'tongue-in-cheek’ personality. The plan will include social media, digital activations, in-store promotions and PR campaigns. The message will then focus on the serve’s texture – smooth, not fizzy. The Irn-Bru Vodka Martini retails in UK supermarkets Tesco, Morrisons, Sainsbury's and Asda for £2.19 (US$2.86), as well as Booker and Bestway. The cocktail has an ABV of 5% and is packaged in a 200ml can. Citing Nielsen MAT data dated to 27 January 2024, Funkin's cocktail range topped sales of 3.5 million cans in 2023. Despite a slowdown in growth, RTDs were the only major alcohol category to record volume growth in 2023. Both volume and value for the sector are predicted to grow at a compound annual growth rate of 3% between 2023 and 2028.
