The Bitter Club, the British cocktail bitters brand, has moved into ready-to-drink with B&T (Bitters & Tonic), a range of three canned serves aimed at adults looking for a more grown-up option in the low and no category.
The range pairs the brand’s dual-flavoured cocktail bitters with Double Dutch Skinny Tonic and is 0.5% ABV. It comes in 250ml cans in three flavours: Hibiscus Rose, described as fresh and fragrant with a delicate floral bitterness; Grapefruit Elderberry, bright and tangy with a distinct bitter edge; and Cinnamon Orange, warm and spiced with a crisp, dry finish.
The cans are aimed at consumers who want the complexity of a mixed drink or a gin and tonic in a low and no format. The launch comes as shoppers in the sector increasingly look beyond alcohol-free spirits and aperitif alternatives for more distinctive adult drinks.
Bitters topped with sparkling water or tonic have long been used as a simple alternative to alcoholic drinks, offering botanical complexity, aromatic depth and a dry finish, and the brand traces the serve back to the Prohibition era. With B&T, The Bitter Club is putting that tradition into a ready-to-drink format to stand out in an increasingly competitive category.
The Bitter Club is a small, female founder-led business. Its founder, Ro Murray, is a member of Buy Women Built.
“Bitters have been at the heart of cocktail culture for generations, but their potential in the low & no market today has often been overlooked. With our B&T
range we’re bringing the original grown-up drinking experience back to the forefront, combining our award-winning dual-flavoured cocktail bitters with convenient ready-to-drink formats.”
Ro Murray, Founder, The Bitter Club
The B&T range is available now from The Bitter Club, Amazon, Wise Bartender and The Dry Drinker, priced at £19.99 for six 250ml cans or £21 for a mixed pack. The drinks are made in the UK with natural ingredients, and are low in calories and vegan friendly.
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