The latest food and beverage industry news and trend analysis

UK-based RTD cocktail brand The Drinks Bureau has expanded its portfolio with a new limited-edition variant – the Jam Doughnut Daiquiri – bringing a bakery-inspired twist to its ready-to-serve cocktail range.

Launching exclusively at Morrisons from 20 October, the new flavour combines white rum, strawberries and lime to deliver a ‘jammy’ sweetness reminiscent of the retailer’s popular jam doughnuts. The launch aligns with consumer demand for nostalgic and indulgent flavour profiles within the growing premium RTD cocktail segment.

Innovative packaging

The Jam Doughnut Daiquiri is presented in The Drinks Bureau’s signature 200ml ‘Shaker Can’ format, designed to offer a convenient, ready-to-serve cocktail without the need for ice or equipment. At 8% ABV, the format caters to the increasing consumer preference for portable, bar-quality cocktails suited to at-home and on-the-go occasions.

Retail partnership and market insight

The launch follows strong sales of Morrisons’ jam doughnuts – with over 67 million units consumed last year, equivalent to more than 336 tonnes – underscoring the popularity of sweet, nostalgic flavours among UK consumers.

The Drinks Bureau’s partnership with Morrisons strengthens the retailer’s growing premium RTD offering, while highlighting a broader trend of cross-category flavour innovation, as brands look to bridge bakery, confectionery and spirits through creative NPD.

Expanding portfolio

The Jam Doughnut Daiquiri joins existing Shaker Can variants including Spicy Margarita and Lychee Martini, with all products available at an RRP of £2.50. The limited-edition launch adds momentum to the brand’s broader innovation strategy, which focuses on flavour experimentation and convenience-led premiumisation.

Category innovation

The Drinks Bureau’s latest release reflects the continued evolution of the RTD cocktail market, which has seen increased consumer interest in premium, experiential flavours paired with on-the-go convenience. By leveraging exclusive retail partnerships and limited-time offerings, the brand aims to create excitement, differentiation and incremental value within the category.