Pernod Ricard UK is set to launch West Coast Cooler, a brand first established by Irish Distillers back in 1984, into the UK market.
This product is a delightful mixture of premium wine, carbonated water, and natural fruit flavors. It will initially be available exclusively at Tesco for three months before expanding to convenience and wholesale channels later this month.
The introduction is aimed at the rapidly expanding low and no-alcohol segments, with West Coast Cooler featuring a reduced alcohol by volume (ABV) of 4%, appealing to the growing trend of moderation.
The range includes:
- West Coast Cooler Original: A combination of white wine, citrus, pineapple, and passion fruit that has 93 calories per serving.
- West Coast Cooler Sunburst: A tropical option that blends peach and mango flavors, containing 88 calories per serving.
Ian Peart, the commercial director of Pernod Ricard UK, emphasized the significance of this launch: “The launch of West Coast Cooler here in the UK is a great addition to our growing RTD portfolio and a brand-new proposition for the category… staying true to our focus of premiumisation.”
While the brand evokes a sense of nostalgia for those acquainted with its Irish heritage, it has been strategically designed to appeal to a fresh demographic of health-oriented consumers in the UK. With eye-catching packaging and a light, effervescent character, it seeks to resonate with summer gatherings and outdoor drinking experiences.
This launch enhances Pernod Ricard’s already impressive portfolio of ready-to-drink (RTD) beverages, which includes popular names like Malibu, Absolut, and Jameson, thereby enriching the company’s offerings in the convenience market.
The RTD format simplifies the drinking experience by minimizing the need for complicated glassware and serving setups, aligning with Pernod Ricard’s commitment to delivering premium products efficiently. Additionally, the lower ABV caters to the industry’s push for responsible consumption, providing quality alternatives for individuals aiming to cut back on alcohol.
For the brand, this translates into:
- Focusing on Moderation: The low-ABV (4%) and low-calorie segment is projected to grow by 7%, presenting lucrative opportunities.
- Leveraging Cross-border Success: Utilizing strong regional brands, such as Ireland’s leading RTD, can minimize risks associated with launching new products in crowded markets.
- Exclusive Retail Launches: Implementing grocery exclusivity periods, like the one with Tesco, can generate initial brand traction ahead of a broader market introduction.
This strategy marks a transition from high-strength pre-mixed cocktails to lighter, wine-based coolers. As the RTD sector evolves, Pernod Ricard is optimistic that a blend of “loyal and nostalgic fans” alongside new, calorie-conscious consumers will propel the next phase of growth within the category.
