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Global Brands Launches New Low Calorie, Low Alcohol Drink

DBR Staff Writer Published 23 June 2009

Currently testing other flavors with a view to launching a wider range later in the year

Global Brands has introduced VK Vodka Kick, a new low calorie, low alcohol variant. The drink is available in two flavors such as new pineapple and grapefruit.

The company reported that the new pineapple and grapefruit flavored product is the lowest calorie RTD on the market with 49 calories.

Earlier, the company had launched RTD VK Mojito, which it claimed was the first RTD cocktail to be launched in the UK.

Global Brands said that the new pineapple and grapefruit flavored RTD, which is an extension of the VK Vodka Kick brand, has been developed in response to consumer research showing demand for lower calorie drinks. It is currently testing other flavors with a view to launching a wider range later in the year.

Steve Perez, chairman at Global Brands, said: This is a real first in the RTD category, giving consumers the option to choose a lower calorie and lower ABV alternative. There is really very little choice for people not wanting to drink alcohol, or those who just want to drink a small amount.

“Giving consumers more choice is imperative, as is ensuring that drinks are retailed responsibly. Consumers are now more conscious than ever when it comes to calories and units of alcohol, and so we wanted to give them an alternative to the standard RTDs that are currently on the market.