Leading RTD experts, Global Brands Limited, are tuning into key consumer trends with their one of a kind alcoholic soda brand Crooked Beverage Co. Unleashing their new campaign “It’s All Good!” the brand aims to inspire consumers to make ‘better’ decisions when choosing alcoholic beverages.

After a successful launch in 2017 and cans currently dominating the RTD market,[1] Crooked Beverage Co are consistently growing in value and volume across both the on and off trade[2]. This time around, Crooked are utilising their “It’s All Good!” campaign to focus on highlighting the key attributes of the craft alcoholic soda such as being registered with the Vegan Society and containing no artificial colours, flavours or nasties.

Incorporating natural ingredients and fruit juice, Crooked Beverage Co have created a malt-based beverage that is surprisingly low in sugar, containing less than 5g per 100ml. With 85% of shoppers actively seeking to improve their diet,[3] Crooked delivers a high-quality, fruity alcoholic alternative that contains almost half the amount of sugar contained in popular fruit cider brands[4].

Charlie Leaver, Brand Manager at Global Brands says “With consumer trends such as craft alcohol, sugar reduction and veganism on the rise, Crooked Beverage Co is the answer to a growing consumer need. As well as offering mindful consumers an alternative alcoholic beverage, we want to inspire consumers who are becoming ever more conscious about their diet and drinking habits to consider what goes into their drinks more.”

The three natural and unique drink flavours include; Mother Moon, a naturally sweet peach and pomegranate mix, Midnight Stage which consists of bold blood orange and passionfruit, and Dayglo Skies, a concoction of refreshing raspberry and lime. Available in Asda, Tesco, Sainsbury’s, Morrisons and Spar, as well as various independent on trade locations; all three flavours come in at 4.7% ABV ready to go in a 330ml recyclable can.


[1] Nielson, week ending 80/09/2018

2 Nielsen, 2018

3 IGD Shoppervista, 2018

4 Tesco Product Info, 2018

[1] Nielson, week ending 80/09/2018

[2] Nielsen, 2018

[3] IGD Shoppervista, 2018

[4] Tesco Product Info, 2018

Author: kimbarnard

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