Global Brands taps into higher-ABV RTDs

Global Brands has created Quadz, a higher-ABV ready-to-drink range that aims to target Gen Z and Millennial drinkers seeking value for money.

The vodka-based brand comes in 200ml ‘pocket-sized’ bottles in four flavours: Blue Razz, Cherry Daq, Lime Marg, and Pink Marg. Each with an ABV of 18.8%, the four variants are said to tap into ‘trending consumer flavour profiles’. The new range has been designed for nights out, on-the-go drinking and pre-drinking sessions. Quadz was created to capitalise on higher-ABV RTDs, described as the ‘most valuable and fastest-growing [RTD] subcategory’ valued at £82.2 million (US$110.4m), according to Global Brands. This segment is said to be growing at a rate of 201%. Ellie Memmott, brand manager of Quadz, said: “The best nights rarely start inside the club – they start in the queue, on the street, or at pre-drinks. They are exactly the moments we designed Quadz for, targeting Gen Z and Millennial drinkers who prioritise memorable nights and value for money. “It’s four shots of vodka in a 200ml bottle – perfect for on-the-go sipping. Quadz is the new drink on the block that will elevate nights out and should be front and centre of every at-home drinking session.” Quadz will be available on Global Brands’ Good Time In platform and Amazon from May, with an RRP of £4.99 (US$6.70) per 200ml. Quadz joins Global Brands’ RTD portfolio, which includes VK, Hooch (which it acquired in 2023 from Molson Coors), Gather Cocktails, and All Shook Up. The company has since discontinued canned cocktail brands Be (created in 2024) and Shake Baby Shake, which was launched in 2019. Global Brands is also behind tonic and mixer producer Franklin & Sons, and schnapps brand Corky’s. Franklin & Sons has five canned cocktails in the portfolio, made together with Manchester Gin, Portobello Road Distillery, RedLeg and Masons of Yorkshire. Last month, Global Brands launched Nottari to “shake up” the sambuca sector, and Japanese-inspired liqueur Asuki.