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Ready-to-drink (RTD) cocktail brand The Drinks Bureau has announced its entry into the summer trading season with the launch of the UK grocery sector's first canned Lagerita.
Developed in collaboration with Hampshire-based Powder Monkey Brewing Co, the new hybrid beverage combines a crisp lager with a traditional margarita flavour profile. The launch aims to meet growing retail and consumer demand for fruit-led beer profiles and innovative RTD formats ahead of a busy summer of sport and social events.
Retail Distribution and Product Details
The 330ml canned Lagerita will launch nationwide in Morrisons stores. The product is positioned to capture impulse purchases and convenience shoppers during high-volume trading windows.
Product Name: The Drinks Bureau Lagerita
Pack Size: 330ml can
Recommended Retail Price (RRP): £2.60
Retail Partner: Morrisons (nationwide)
The collaboration utilises the brewing expertise of Powder Monkey Brewing Co to ensure a high-quality beer base, which is then blended with the citrus and agave notes characteristic of a classic margarita.
The launch comes at a time of significant growth for the fruit-flavoured beer segment in the UK, which continues to outperform the broader beer market.
By combining the established popularity of the margarita cocktail with the rising trajectory of fruit-flavoured beer, the partnership seeks to capture market share in both the RTD and beer categories.
