Award winning drinks manufacturer, Broadland Drinks is carving out an exciting new sub- category within an evolving market with the launch of Twistea, its latest innovation in the canned RTD category.
Twistea is an alcoholic, semi sparkling cold brew tea offered in four refreshing flavours that resonate with a new generation of RTD consumers, including Blood Orange & Mandarin, White Peach & Mango, Lemon & Lime and Rhubarb & Ginger. Made using real tea leaves, cold-brewed for 24 hours, vegan-friendly and only 89 calories, Twistea provides an exciting opportunity for retailers as we enter the summer season.
Whilst new to the UK market, alcoholic tea is an established and growing category in the US, where it is worth $582 Million, a figure that is predicted to more than double by 2024*. This isn’t the first time trends from the US have hit the UK shelves with an influx of new launches in recent years in the form of Hard Seltzers, which originally took the US by storm. Alcoholic tea is set to be the next big trend as consumers, particularly millennials, are looking for lighter alternatives that are less sweet than established RTDs, but that still deliver on taste. With an estimated 62% of 18-24 year olds consuming iced tea**, there is clearly an established customer base for retailers to capitalise on by choosing to get ahead of the trend and stock Twistea over the warmer months.
Fran Draper, Marketing Director at Broadland Drinks commented “Iced tea is already a firm favourite in the UK, with coffee shop chains such as Starbucks and Costa offering evolving ranges of flavoured iced teas. Consumers are used to, and enjoy cross category innovation, so as a nation of tea drinkers, Twistea has been developed to offer consumers a fresh experience, while providing retailers with a strong category opportunity to increase sales. Our research revealed that 77% of RTD shoppers would buy alcoholic tea, so with an unexplored category opportunity and a wide base of iced tea consumers in the UK, Twistea is the perfect addition for any retailer looking to grow their RTD sales.”
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* Adam Rogers, Research Director at IWSR Drinks Market Analysis. USA Today “Could low-cal, low-sugar hard teas become the new IT drink?”
** The Grocer “10 charts that explain the UK attitudes to Tea”
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