Campari China has embarked on a collaborative mission with baijiu giant Wuliangye to make the traditional liquor an international beverage by creating the ‘wugroni’ cocktail, hoping to emulate tequila’s success with the margarita and Tequila Sunrise.
Indian startup Salud Beverages is expanding its range of ready-to-drink alcoholic drinks, while also branching out into a fashion line, music playlists, and a collection of NFTs, as it seeks to appeal to consumers new to the market.
Retailer education and collaboration is vital to cracking the US’s fledgling zero and low-alcohol sector, says New Zealand’s AF Drinks, which believes American consumers are ready to embrace the category.
Italian firm NIO Cocktails has concocted plans to double its production capacity from 2.5m packs a year to meet rising demand for premium pre-mixed cocktails, with Singapore, Japan and Hong Kong all proving to be key export markets.