Kraken creates RTD cocktails

by Georgie Pursey

Spiced rum brand Kraken has debuted three ready-to-drink (RTD) canned cocktails in the US.

The launch comes as the US RTD market is predicted to expand at a compound annual growth rate of more than 13% until 2030 (Grand View Research: Ready To Drink Cocktails Market Size Report, 2022-2030). Proximo Spirits-owned Kraken is leaning into the category to offer a convenient option to consumers this summer. “As the demand for ready-to-drink beverages continues to boom and category growth rises, we’re eager and thrilled to introduce a new and convenient way for consumers to enjoy their favourite rum cocktails in three carefully curated flavours,” said Lander Otegui, senior vice-president of marketing at Proximo Spirits. “As one of the only dark rum-based RTD offerings on the shelves, our Kraken Rum cocktails offer an unexpected way to add a little extra fun to your summer plans whether you’re sipping at home or on an adventure at sea.” Kraken’s new ready-made cocktails are available in three variants, each of which clocks in at 5% ABV per serving and is designed to deliver a ‘refreshing mix’ of classic and contemporary flavours. The Kraken & Cola offers notes of rich vanilla and caramel undertones with a toasted oak and sugarcane finish, while Kraken & Ginger Beer offers candied ginger and honey on the nose, with woody and spicy ginger on the palate. It is finished with notes of vanilla alongside subtle tropical fruit and brown sugar. The Kraken Rum Punch provides notes of balanced pineapple, cherry, and citrus on the nose. On the palate there are flavours of tropical pineapple with juiced limes throughout, and notes of ripe mango and citrus peel on the finish. The brand is celebrating the launch by offering documented residents of the US the chance to win a squid-spotting expedition around the island of Roatan in Isa Guadalupe with the Krak Open Summer Sweepstakes. To win the all-expenses-paid trip to ‘spot a real-life kraken’, consumers must enter via the Kraken website. The canned cocktails are available in select states with additional variants launching nationwide across the US early next year. The Kraken RTD cocktails are available now in four-pack cans as well as a variety of single-serve tray packs in Arizona, California, Colorado, Connecticut, Florida, Georgia, Hawaii, Maryland, Massachusetts, Minnesota, Missouri, Ohio, Rhode Island, Tennessee, Texas, Washington, and Wisconsin at an RRP of US$12.99. In May, Italian brand Malfy entered the RTD category with the release of two bottled gin and tonics.