Two rapidly growing drinks sectors have been combined by Beverage Brands for its latest new product launch. It has combined tequila with the premium packaged spirits sector to create Ca'Quila. This is a mixture of tequila, cactus juice and lime and will retail in the off-trade at £1.19. Marketing manager Karen Salters said: "This has been in development for some time but it was important for us to get the right mix of ingredients to provide a strong point of difference. Tequila is associated with heavy partying and wild drinking rituals involving salt lemon and slammers. "With this we want to attract a broad base of consumers as well as hardened tequila drinkers so we have toned it down with the addition of cactus juice and lime." Promotional activity will be tailored to the on-trade which will transfer to the take home market. Beverage Brands is putting £750,000 behind the launch campaign which includes a five for four seal in wholesale accounts and a 12 for nine price bonus in cash and carries. This will be supported by sampling activity promotional nights, point of sale material and promotional offers. {{DRINKS }}