Tell us about BuzzBallz, both its background in the US and how it has performed in the UK since launching last year.
BuzzBallz was founded in 2009 by schoolteacher Merrilee Kick who remains CEO today. Based near Dallas in Carrollton, Texas, it is the only woman-owned combination distillery, winery, and brewery in the USA. BuzzBallz Cocktails are available in all 50 US states and in recent months the company has worked to grow its global footprint in Europe and Asia. The UK is a major focus and since launch in summer 2022 the brand has secured listing in scores of outlets across wholesale, convenience, specialist retail, pubs and hospitality venues.
What is unique about the brand? What are the keys to the success of BuzzBallz?
BuzzBallz Cocktails are made with premium spirits, and bursting with real fruit juice, natural flavours, and ingredients. At 13.5% ABV they are one of the few bar-strength cocktail options in the RTD and premixed cocktail market.
They are ready-to-drink, portable and convenient while still meeting flavour and taste expectations, offering a unique and contemporary cocktail experience in home or in venue.
Their strong visual appeal and a unique ball shape, coupled with bright branded packaging, offers unrivalled stand out on shelf.
Critical to the brand’s success is the heavy weight support it continues to receive from its dedicated teams. In the UK, BuzzBallz Europe have worked closely with their exclusive importer Hammonds of Knutsford to take the brand nationwide and have successfully built the brand to a level whereby it is set to be a powerful player this summer.
How has the cocktail category been performing over the last year?
Spirits-based RTD beverages are the most popular category in the UK, and it continues to grow with forecasts predicting the sector will outperform the wider category for the next five years.
The consumer is open to trialling new formats and flavours, and the industry has responded with creativity and innovation.
Wholesalers are positioned to win, and the opportunity is proven and clear. However, to realise the profit potential of RTDs and not get lost in the noise, stocking the right brands is key.
If we look at the US, IWSR predicted the sector could overtake wine in its latest data. We all know that for the UK, that is not going to happen anytime soon, but if you consider markets that have previously successfully adopted RTDs, it signals they are here to stay, and the opportunity is real. BuzzBallz Cocktails has sold over 100 million Ballz since launch in the US alone, and in the UK the support for the brand has been overwhelming both across convenience retailers and in UK hospitality who value the quality it offers alongside the RTD format.
What are the biggest trends in the RTD cocktail market?
At-home consumption continues to be strong, with premium cocktails established and here to stay. Consumers are looking for simple, versatile serves that bring an element of theatre but without complexity.
The category has moved away from a fairly one dimensional ‘alcopops’ in favour of more flavour-led drinks made with natural ingredients. In any case, quality is key; BuzzBallz Cocktails offer quality bar-strength cocktails in a format that is effortlessly fun, easy, and accessible. We have found that parts of hospitality – pubs and those with outdoor spaces or experience-led venues – desire the same qualities.
While retailers are looking to tap into big nights in, cocktails in the home, movie and sports screenings, parties, BBQs, and summer gatherings in the garden, the on trade wants high quality drinks that can be served quick-fire to keep queues at the bar down or in buckets to sate customers without lots of prep and creation time.
Summer 2023 will be defining for RTDs, with so many opportunities to tap into once the good weather kicks in.
How many SKUs are available within the BuzzBallz range?
Six SKUs are available to wholesalers via exclusive distributor, Hammonds of Knutsford. The flavours are Choc Tease, Tequila ‘Rita, Strawberry ‘Rita, Lotta Colada, Chili Mango, and Espresso Martini. Each one is bar strength, so 13.5% ABV.
How is the range being supported? How do you work with wholesalers to help them grow their business?
We have invested in a heavy-weight campaign this summer targeting the UK’s independent, community and convenience retail sector. We are building on the success we have had already and expect the demand from wholesalers for BuzzBallz Cocktails to be huge this summer as a result.
Activity kicks off this month with trade marketing, advertising, social and PR designed to build brand awareness in the trade and hammer home the clear opportunity for retailers and store managers. It will focus on how BuzzBallz Cocktails is carving a new position in the category with its higher abv ‘bar-strength’ premixed cocktails in a single serve format.
Further building awareness, we have also invested in a small fleet of BuzzBallz Cocktails brand builders – a dedicated team and new vehicle livery charged with introducing BuzzBallz Cocktails to convenience retailers, independent stores, and off licenses. They will ultimately act as ambassadors for the brand, create longer-term demand and support our wholesale partners.
We have worked hard to ensure that when the brand leaves wholesalers, outlets can showcase it properly and create the right conditions to drive sales. To enhance in-store theatre and purchase appeal, we have developed bright, branded POS, including free-standing display units, wall-mounted fixtures, counter and chiller racks, eye-catching signage, and shelf talkers. Our goal is to give outlets everything they need to realise the opportunity.
We are also showcasing at major shows including The National Convenience Show, the Farm and Deli Show, Imbibe and more.
Do you have any NPD to talk about?
Yes, just this month we launched a new eye-catching suite of 12 packs with convenient shelf-ready packaging. BuzzBallz Cocktails is perfectly positioned to win in the wholesale channel, but feedback from this first year revealed that we can go further to adapt our offering for the UK. The new 12 pack brings a pop of colour to drinks fixtures, aisles, and chillers, and features a tear off lid for ease of presentation. The casings are two Ballz wide so are easy to slot directly on to shelves. There’s a box of 12 BuzzBallz for each variant, with a mixed multipack available too containing two of each flavour.
How can wholesalers maximise sales of your products?
There are huge opportunities for wholesalers and their customers to drive drinks sales in the run up to the summer season – and it is important to keep your finger on the pulse of trends, popular flavours, events taking place locally, sports tournaments, festivals, and national holidays.
To maximise sales, depots should stock a range of contemporary, eye-catching premixed drinks options, highlighting abvs, price points and quality, to demonstrate the breadth of options available.
When it comes to our products, BuzzBallz Cocktails really have shelf appeal and stand out in a competitive RTDs fixture. Blocking the colours together really brings the range to life and offers customers the option to stock up on all variants, firm favourites or mixed boxes, catering to a variety of shopper missions. Draw attention to attractive price points, promotional deals, and any potential cross-promotions with eye-catching displays, and clear communication. Consider dual siting too with snacks, as our cocktails pair best with tortilla chips and dips for a full Tex-Mex experience.
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