Pernod Ricard is to launch its Irish RTD brand West Coast Cooler in the UK, as the supplier looks to meet demand for lower-calorie, lower-abv serves.
Cans in Original (tropical fruit) and Sunburst (peach and mango) are to land in Tesco stores – as well as across impulse and convenience – this month, ahead of a wider grocery push this summer (rsp: £2.25/250ml).
With an abv of 4% and fewer than 100 calories per can, West Coast Cooler was “a light and convenient drink for any occasion”, said Pernod Ricard UK.
Its launch in the UK would “appeal to health-aware consumers and those looking for lower-abv options”, the supplier added.
Likening the tipple to a “wine-based seltzer”, PRUK marketing manager for RTDs Sarah Witvoet said West Coast Cooler shoppers could expect a “fruit-led, sparkling, refreshing, but not too sweet”, serve.
Complementing PRUK’s existing RTD offer across its Jameson and Malibu brands, West Coast Cooler was likely to over-index with female drinkers, Witvoet predicted.
An influencer-led marketing campaign would target female audiences across specific occasions such as “hen dos and brunch clubs”, she added.
West Coast Cooler first launched in Ireland in 1984 and was now the best-selling RTD in the market, PRUK said, citing NIQ data.
Its arrival in England, Scotland and Wales would attract “loyal and nostalgic fans who will know it from its Irish homeland”, PRUK commercial director Ian Peart predicted.
“The low & no, low-calorie space within this category is a strong source of growth, and West Coast Cooler allows us to show up whilst staying true to our focus of premiumisation,” he added.
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