As the weather heats up, consumers are looking for refreshing and vibrant drinks to complement their outdoor gatherings and at-home social occasions. In our latest Marketplace Round-up we compile a selection of new products that align with summer drinking trends.
With demand shifting towards lighter and easy-drinking beverages, cider, wines and RTDs are all positioned for strong performance, deserving a spot at the forefront of retail shelves.
Rekorderlig Premium Cider: The refreshing taste of Sweden this summer
As summer approaches, now is the perfect time to stock Rekorderlig, a beautifully refreshing, premium cider. With its authentic fruit flavours and quality, Rekorderlig is a standout choice for your customers and is perfect for the sundowner occasion.
Exclusively distributed in Australia by Good Drinks Australia, the brand is backed by an upweighted media and awareness campaign this summer, driving demand and helping your customers discover their new favourite cider or get reacquainted with an old favourite.
With the cider category returning to growth, defying broader industry trends according to data from Circana, Rekorderlig’s national ATL campaign is poised to make an impact. With premium positioning to deliver value growth to the category, Rekorderlig’s fruitful, refreshing taste is perfect for the hot summer days ahead.
Since 1999, Rekorderlig has been crafted with care in the scenic town of Vimmerby, Sweden, by Åbro Bryggeri, a fourth-generation family-owned brewery. Made using the purest Swedish spring water from Åbro’s own source – one of the most pristine in Europe – Rekorderlig captures the true essence of Sweden in every bottle.
Distributor: Good Drinks Australia
Hard Fizz welcomes warm weather with new passionfruit flavour
With the Hard Fizz Extra Strength range enjoying success across the country, the RTD brand has added a new flavour – Hard Fizz Passionfruit – to its higher-ABV range in time for summer.
Adapting the flavour from the original Passionfruit & Guava release, which launched at four per cent ABV in 2021 and ranks among Hard Fizz’s top three performers, the Extra Strength version dials up the passionfruit using real fruit extract.
Hard Fizz CEO Wade Tiller says: “It’s a real throwback to those popular passionfruit drinks of yesteryear. It’s got a summery note to it – it’s deliciously sweet but not too heavy, so you could sit on them all afternoon or night.
“Hard Fizz Passionfruit will definitely be a fan favourite. In fact, Fisher says it’s his personal favourite – that’s why we’ve put it into production.”
With fewer than eight grams of sugar and 148 calories per can, the new flavour joins the Hard Fizz Extra Strength range of six per cent ABV beverages, including Raspberry, Orange, Grape, Cola and Lemon Lime.
Distributor: ALM, ILG and Paramount
Jacob’s Creek responds to demand for fruit-forward wines
Expanding on the success of the first release in the Le Petit series, Jacob’s Creek has introduced Le Petit Pinot Gris 2023 to its portfolio ahead of the warmer months.
Following on from Le Petit Rosé, which quickly became Australia’s number one rosé in its first year, Le Petit Pinot Gris is a welcome addition to the range, which meets demand among 25- to 34-year-olds for approachable, fruit-forward wines.
Dan Swincer, Jacob’s Creek’s Chief Winemaker, says: “We saw the opportunity to create a range that provided more options of crisp, light and fresh varietals, especially to a younger demographic.
“These wines are approachable with vibrant fruit flavours, with fruit sourced from premium regions, that proudly embody an Australian take on joie de vivre.”
Available nationwide at an RRP of $18, Jacob’s Creek Le Petit Pinot Gris 2023 is described as a showcase of elegant fruit with a floral texture and citrus finish.
Distributor: Pernod Ricard Winemakers
Gear up for a season of Spritzes with Lyre’s Pink London Spritz
This year, summer is all about Spritzes, dominating cocktail menus and hitting bottle shop shelves across the country in convenient formats. Responding to demand for a Spritz that suits every occasion, non-alcoholic spirit brand Lyre’s has launched Lyre’s Pink London Spritz in 250ml cans.
Crafted with high-quality natural ingredients, the new RTD offers an indulgent yet guilt-free option for those jumping on board the trend while keeping alcohol consumption low.
Not only does Lyre’s Pink London Spritz deliver a refreshing and vibrant taste, a portion of proceeds from each purchase goes directly to the McGrath Foundation, dedicated to funding breast care nurses and supporting those impacted by breast cancer.
Paul Gloster, CEO of Lyre’s, said: “It’s not just about creating great-tasting beverages; it’s about making a positive impact in our community. We are committed to using our platform to support initiatives that matter. The McGrath Foundation’s work is crucial, and we’re excited to partner with them through this launch.”
Distributor: Direct from Lyre’s, plus ALM, Paramount, ILG, Bidfood, Liquid Mix and The Bev Co
Revamped Koji Spirits range embodies Japanese influence
Japanese-inspired Australian craft spirit producer Reed & Co Distillery has relaunched its Koji Spirits range with a bold new look, designed to capture the spirit of koji-making culture.
Five years since the initial launch of the brand, Koji Spirits’ new identity features the ‘Koji creature’ on each bottle, designed by a Melbourne creator who found his love for illustration while living in Japan.
Reed & Co Distillery Co-owner and Producer Rachel Reed said: “We wanted to have fun and bring a visual representation that matches the unique spirits. We think our Koji creature is unique, intriguing and fun, an element embodied through our Koji Spirits that are made for curious drinkers.”
The bottled spirit range features three products, Australian Rice Shochu, made with rain-fed tachiminori rice from Northern NSW; Yuzushu, crafted from Australian rice shochu and fresh yuzu from the Ovens Valley; and Chilli Joji, made with barley koji and macerated chilli.
Distributor: Reed & Co Distillery
New Drop of Sunshine wine range celebrates women’s stories
Treasury Wine Estates (TWE) has launched Drop of Sunshine, a new range of premium wines in partnership with Candle Media’s Hello Sunshine, the Reese Witherspoon founded multi-channel media company that puts women at the centre of every story.
Drop of Sunshine is described as a toast to women as well as the stories and connections that bring women together.
Sarah Harden, CEO of Hello Sunshine and Candle Studios, says: “We partnered with TWE’s award-winning winemakers and global team to create a wine that brings women together so they can share their stories and create meaningful connections.”
The range is now available in Australia with a Prosecco, Sauvignon Blanc and Pinot Grigio, all packaged in elegant and minimalistic glass bottles and designed sustainably with screwcaps on still wines and no foil on sparkling.
Sarah Bakx, President of the Bold Brands business unit of Treasury Americas, a division of TWE, added: “Wine is all about connection and is a fantastic platform for sharing special moments and storytelling. Our female-led Drop of Sunshine team collaborated with Hello Sunshine to create a line of engaging and vibrant wines that tell a story about the journeys that shape who we are and celebrate the drops of joy we feel along the way.”
Distributor: Treasury Wine Estates
Go loco for Four Loko this summer
Four Loko, the popular vodka-based ready-to-drink (RTD) alcoholic beverage, has officially launched in Australia, looking to create epic stories for consumers down under. Four Loko introduces three unique, fruity flavours: Blue Raspberry, Citrus, and Strawberry Lemon, available in convenient 330ml four-packs priced at $29 for shelf or price or $25 on promotion.
With the Australian RTD market valued at $1.3bn in 2023 and showing steady growth, Four Loko is poised to capture a significant share. Backed by Phusion Projects’ 35 years of industry experience, the brand brings valuable expertise in understanding the growing RTD market in Australia and is set to become a top contender within the market.
With a successful track record in the United States and the UK, Four Loko’s entry into the Australian market signals exciting times ahead for Phusion Projects.
As summer approaches, Australians can expect to stock up on these flavour-packed cans for their seasonal gatherings and celebrations.
Distributor: Phusion Projects
