The Drinks Bureau, the multi award-winning ready-to-drink cocktail company, has secured its first permanent grocery listing with Morrisons, rolling out five new SKUs across 300 UK stores this Autumn.
The new line-up includes larger format ‘Shaker Cans’, requiring no ice or cocktail shaker, and 1.5L “on tap” ‘Party Boxes’, aimed at providing ten sharing serves. Both product formats are positioned to deliver established cocktail recipes with an emphasis on convenience and presentation.
This expanded product range enters the mid-premium and mid-strength market segment, offering an alternative to both lower-strength alcopops and high-ABV premium ready-to-drink cocktails. The objective is to provide consumers with greater access to bar-quality cocktails at approachable prices and strengths.
Products from The Drinks Bureau now launching at Morrisons include:
- Shaker Cans (200ml, 8% ABV, £2.50 RSP): Spicy Margarita and Lychee Martini – available in 300 stores
- Party Boxes (1.5L, 10 serves, “on tap” format, £15 RSP): Passion Fruit Martini (300 stores), Spicy Margarita and Espresso Martini (150 stores)
The Shaker Cans mark their debut at Morrisons, designed to offer chilled, shake-to-serve convenience. They provide a higher volume serve with a focus on quality and ease of use.
Meanwhile, the Party Boxes have undergone a refreshed design. New packaging is shaped to fit standard refrigerators and features enhanced on-pack messaging to highlight the ten-serve “on tap” format, aimed at customers seeking convenience for at-home entertaining.
Frankie Snobel, founder of The Drinks Bureau, commented: “This is a huge milestone for The Drinks Bureau. We’ve always believed that fun and fabulous cocktails should be accessible without compromising on quality – and Morrisons is the perfect partner to help us reach more cocktail-lovers across the UK. Our Party Boxes have been given a grocery ‘glow-up’ and our Shaker Cans are a completely new and exciting format for us.”
This listing builds on previous limited-edition collaborations between The Drinks Bureau and Morrisons, including the Dubai Chocolate Style Espresso Martini RTD. That summer release was inspired by the viral Dubai Chocolate trend and drove notable customer engagement.
Both the Shaker Cans and Party Boxes will be available in Morrisons stores from the week commencing 13 October.
