A new concept in RTDs is launching into convenience retail this month – VOGO premixed vodka shots in handy pocket-sized pouches are landing on store shelves in time for the summer season, straddling two of the most dynamic categories in retail – shots and RTDs.
These portable, fruit-flavoured vodka-based drinks come in four flavours – Strawberry Splash, Tropical Deluxe, Raspberry Blast and Citrus Zing. Each single serve pouch is a punchy 15 percent abv.
Designed to fit into today’s fast-paced, high tempo lifestyles, the fun, convenient and eye-catching drinks are aimed at the 20 to 35 age group for on-the-go consumption.
With an RRP of £1.85, each VOGO party pouch comes in a 35ml serving of vodka mixed with fruit flavours. They’re ideal for impulse purchases as they can be consumed immediately – no mess, no prep. With a ‘rip and sip’ concept, the pouches can be opened by hand, enjoyed in a few sips, then recycled.
The packaging is influenced by handbag designs, appealing to the fashion crowd with the brand name inspired by ‘vogue’ and ‘on-the-go’. The unique leak-proof and slimline format makes them easy to carry in the smallest of spaces; purses, clutches, bumbags and bras. They’re ideal for consuming on the go (travelling in trains, trams, buses and taxis) and on arrival at the gig, festival, show or event.
They come in shelf ready packaging (SRP) containing ten pouches, which require limited shelf space. They can be placed by the tills for last minute purchases as well as in the chiller. The pouches and SRP come in vibrant colour schemes with signposting of the alcohol content and flavour variant, bringing high visibility in store.
With a heavy focus on the convenience and independent retail sector, VOGO is supporting stores with a starter pack, which contains 40 pouches (ten of each flavour in SRP), and branded POS including fridge stickers and clip strips to create appeal and interest in stores.
In 2026, VOGO will benefit from significant investment in PR, social media and amplification across the convenience and wholesale sectors.
VOGO has been developed by Scottish drinks company, Young Spirits. David Relph, VOGO commercial manager, says: “We’re super excited to be launching VOGO party pouches – the range fits into modern lifestyles and fulfils the need for fun, convenient boozy drinks that bring the party vibe. We know there are clear moments that the drinks fit into – on the train into town for a big night out, waiting the for taxi, between venues, gatherings in the park or on the beach. We know consumers will fall for the unique pouch format, bright colours and great flavours – as well as the 15 percent abv.”
Alex Harrison, founder of Young Spirits, says: “As retailers refresh their ranges in time for the summer season, VOGO will help stores drive sales and boost profits as consumers are always looking out for fun new options in the drinks fixture. The UK shot and RTD markets are showing strong growth so we know there are opportunities here. Retailers are invited to contact us now to secure stocks of VOGO as we know they’re set to be a real hit.”
All four SKUs in the VOGO range are already listed in Filshill Wholesale Scotland and will be rolling out to national wholesalers. Convenience stores and independent retailers can also order directly from Young Spirits via hello@drinkvogo.com.
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