SHAKE™ adds a new flavour for the summer season – Ice Baby

11.05.2019

The first Ukrainian brand of bar cocktails in the ready-to-drink format SHAKE™ by New Products Group is thoroughly prepared for the summer, expanding its cocktail menu with a new taste – the refreshing azure SHAKE Ice Baby.

Bright, bold and fresh, Ice Baby is something that fans of light alcoholic mixes will definitely appreciate in the heat of summer. A piece of lime, a slice of lemon, a pinch of mysterious bergamot and a lot of ice chips – a cooling effect in its purest form! It is no longer necessary to look for an original cocktail  recipe for your party – it has already been created by SHAKE™ mixologists.

“We are pleased with the result of our technologists’ experiments – the taste of the drink turned out really light, refreshing, but at the same time expressive, and, thanks to bergamot, original and elegant at the same time. One of the notable trends in the global cocktail culture is the search for new combinations and bold experiments with tastes. SHAKE Ice Baby will surely satisfy the demand of this trend, along with many other expectations, because the new cocktail has become the embodiment of several exciting global trends: the popularity of alcoholic mixes and natural tastes, a preference for drinks with lower alcohol content, an interest in unusual combinations. And, of course, the desire for convenience and freedom – the format of bottled bar cocktails, which SHAKE™ offers to consumers, allows you to enjoy the drink anytime and anywhere”, – says Gennady Dovgan, Marketing Director of New Products Group.

For more than 15 years – and SHAKE™ appeared on the Ukrainian market in 2003, establishing the new category of low-alcohol drinks in Ukraine – the company manages to maintain unconditional leadership in the LAD segment, occupying 74% of the Ukrainian market. The market share of SHAKE™ itself is 23% in volume terms, which is the second place on the market (the first – with 43% – belongs to another New Products Group brand, REVOTM). Only in 2018, in Ukraine, 12.5 million liters of SHAKE™ cocktails were sold — 1.3 million liters more than in 2017. In general, last year, Ukrainians drank 53 million liters of bottled low-alcohol drinks, and the interest of people in light ready-to-drink cocktails is growing. According to New Products Group analysts, in order to satisfy consumer demand in 2019, it is necessary to produce about 57 million liters of ready-to-drink cocktails.

Being a leader in the rapidly developing segment of the company and its brands allows, above all, to focus on trends and a desire to be the first to acquaint Ukrainians with interesting new products. Today, the SHAKE™ cocktail menu has mixes created according to the recipes of the most popular cocktails in the world: Bora-Bora, Daiquiri, Sex on the Beach, Tequila Sombrero, Basil Beauty. The new refreshing SHAKE Ice Baby will perfectly complement this list.

The new carbonated low-alcohol cocktail with 7% alcohol content is available in 0.33 l glass bottles. The new drink appeared on store shelves in late April and is already being sold all over Ukraine.