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Marie Bizard makes its first foray into frozen cocktails with low-calorie line

Published:  14 March, 2017

The range, rolling out in the UK and other European countries from May this year followed by a worldwide launch in 2018, comprises seven variants, including more unusual cocktails such as Rosé Grapefruit, White Peach, Elderflower Lime & Mint and apple liquor Manzanita.

Marie Brizard Wine & Spirits (MBWS) is hoping to shake up the alcohol category with a frozen cocktails collection.

The range, rolling out in the UK and other European countries from May followed by a worldwide launch in 2018, comprises seven variants, including more unusual cocktails such as Rosé Grapefruit, White Peach, Elderflower Lime & Mint and apple liquor Manzanita.

Each cocktail comes with a 5.5% abv in 200ml pouch format (rsp: £1.74 - £2).

Containing 21% less calories and 50% less sugar than an average RTD cocktail, the range was targeted at 18-35 year-old consumers looking for "trendy new drinks", said the French wine & spirits group.

In addition to the UK, where the frozen cocktails sector is worth £13m (Nielsen MAT to 30 June, 2016), MBWS said its main focus would be France, Belgium, Canada, Spain, Eastern Europe and Africa.

It expected the newcomer to perform "very well" in the UK, especially in the on-trade and at festivals, said a spokesperson, adding the drinks would become the "must have" for sunny days and would "surf on the 'Frosé' trend" that started booming last summer.

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