A new brand of premium pre-mixed cocktails with “a contemporary twist” is being rolled out exclusively to supermarkets.

WKD owner Beverage Brands is looking to tap into the RTD spirits market with the launch on 16 April of premium single cocktails under the Joe’s Cocktails brand.

The 250ml 6% abv cans will be available in Elderflower & Cucumber Gin Sling, Raspberry & Rhubarb Vodka Punch and Blackberry & Pear Vodka Fizz (rsp: £1.95).

They are pitched at 30 to 44-year-old female shoppers and would bring “a contemporary twist” to the RTD spirits category, which had grown 32% to £54.9m in the past year [Nielsen 52 w/e 3 March 2012], said Beverage Brands head of innovation and development Mark Hopper.

“The range will bring added impetus to the category’s already buoyant performance,” he said.

Joe’s Cocktails will be supported by consumer press advertising, PoS activity and online PR.

Meanwhile, The London Cocktail Company has launched an easy-to-serve Margarita, Mojito, Strawberry Daiquiri and Mai Tai (rsp: £2.49 per 250ml bottle).