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FEATURE

BBQ AND SUMMER PRODUCTS

42 ASIAN TRADER 27 JUNE 2025

Fruit, as well as the latest

flavour variant – Strong

bow Strawberry.”

Strongbow Strawberry

initially launched in the

off-trade in August 2024

and quickly became one of

the bestselling SKUs in the

brand’s line-up, and

attracting new, younger

shoppers to the category

[Dunnhumby Source of

Sale], so seriously consider

that as a lad in the summer

fruits flavour category.

“We would advise

retailers to encourage the

exploration of new

flavours by creating

dedicated summer store

environments or sampling

stations,” says Wilson – high

lighting the advantages ion

merchandising specifically for

the BBQ occasion.

He also adds that low-and-no

alcohol options sales grew by

20.4 per cent last summer, and

as the trend for moderation

continues to grow, “retailers can

make the most of this opportu

nity and maximise sales

through the summer by

stocking popular low and no

alcohol options such as Old

Mout Alcohol Free Fruit

Cider, which is available

in Pineapple & Raspberry

and Berries & Cherries

flavours, and lower-ABV

alternatives to premium

favourites such as Birra

Moretti Zero and

Heineken 0.0.”

Meanwhile, the Big

Question arises: after very many

decades, will the margarita be

knocked off its perch as the

summer cocktail par excel

lence?

Is it Paloma or Margarita?

This is in the context of

Pernod Ricard six-figure

summer tequila campaign –

worth locking into for an extra

BBQ sales buzz, perhaps.

Its Altos brand is continuing

to lead a tequila “revolution”

and shift perceptions of the

category with its bartender-

built brand that prioritises

authenticity, education and

craft over celebrity hype.

Following the success of the

first iteration, Altos is re-

launching its global “Alan” (the

ordinary bartender) campaign

into the UK this June and July,

to continue driving brand

awareness and association with

key tequila serves: the Marga

rita and Paloma. As part of the

campaign, Altos will be trialling

out-of-home in London, the

UK’s number one city for tequila

consumption, to drive even

further awareness through its

fun and playful creative.

The campaign will be live

across social, digital, BVOD and

out-of-home and launches at a

time Altos is seeing strong value

growth, growing ahead of the

category at +34.4 per cent, and

is riding high as the number one

100 per cent agave tequila in UK

grocery. This heightened profile,

of course, should benefit other

tequila brands as well, and

cocktail consciousness in

general.

The brand has been champi

oning making bar-quality

Margaritas at home through its

recently expanded ready-to-

serve range that now includes

both Altos Lime Margarita and

Altos Strawberry Margarita.

“We’ve identified Agave as

one of the areas within our

portfolio where we can drive

future scale and we’re putting

our money where our mouth is

this summer by launching our

most exciting media

campaign for Altos to

date, with bold and

witty creative along

side messaging that

cuts through and will

be hard to miss,” said

Josh McCarthy, Brand

Director for Pernod

Ricard UK.

“Following our first outing

with Alan and this campaign

last year, we’ve taken on board

everything that was a huge

success and scaled up with the

added element of out of home.

We have been laser focused on

our hero cocktail the Margarita

and it’s been working really well

for us, so we’re ready to build

the hype as much as possible

through the summer months

and strengthen our position as

the UK’s number one tequila for

Margaritas, one of the UK’s Top

10 cocktails.”

Make a splash with the right refreshments

for your grill-day gathering

Take inspiration for your

alcohol-stocking

options as we reveal the