Matso’s Australia launched the draught format of Matso’s Vodka Lemon Lime Crush in select venues across WA in June, representing a permanent move into the RTD market.
The new release has been well received, reaching its three-month sales target within the first few weeks of release.
The citrus RTD segment has seen significant growth lately, though Matso’s Brand Manager Liv Waters believes that the current market is dominated by brands with strong male appeal. In order to sustain category growth, Waters identified a need for brands with stronger female appeal.
“Matso’s has always enjoyed strong appeal amongst female drinkers in the ginger beer space and we think attracting new female drinkers to the citrus RTD category is a great role we can play to sustain category growth in the segment,” Waters said.
Matso’s Vodka Lemon Lime Crush is being rolled out in draught and can formats nationally throughout the rest of 2024.
