Manchester’s leading independent drinks company Kingsland Drinks has launched a range of gin and vodka pre-mixed cocktails.

The four can range, Mix Up, boasts premium flavour for an affordable price. The collection includes a classic gin and tonic, as well as a diet tonic offering, a strawberry infused ‘pink’ gin, and tonic and a refreshing vodka, lemonade, and lime.

Mix Up is a spirit mix in a can aimed at shoppers looking for a value on-the-go drinks experience – that does not skimp on quality. This all vegan range is also a low calorie offering at under 60 kcal per can.

This year the pre-mix category has grown by more than two million shopper occasions and is currently the second largest alcohol occasion after single spirits*.

Nathan McGivern, Marketing Manager for Mix Up, Kingsland Drinks said: “With consumers increasingly shopping to ‘stock up’ their cupboards we have seen the pre-mix cocktail category grow due to the demand for multi-buys.

“Much like shopping for beer; pre-mix consumers are looking for the convenience of having their go-to spirit combination in the fridge for when they fancy one.”

He added: “Mix Up has been developed to tap into informal drinking occasions where convenient, lower calorie options are in strong demand.

“We know consumers are looking for value. This range is an attractive entry-level, branded option, that looks and tastes premium, aimed at winning shoppers who are looking to have fun with their favourite drinks at an affordable price point.”

Disrupting the pre-mix category, Kingsland Drinks’ hopes to remain relevant to its target consumer. It plans to continually monitor new opportunities to adapt, or grow, the collection to ensure the Mix Up offering has something to suit a wide range of taste and flavour portfolios.

The new brand will be supported with a social and influencer focused campaign over the coming months.

The drinks are currently available in 250ml cans, in Co-Op, Nisa and Costcutter stores, RRP £1 per can.

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