ShelfLife - June Issue

80 OFF-TRADE NEWS

West Coast Cooler relaunches with new packaging and RTD can format West Coast Cooler is relaunching its popular wine cooler, with a new-look bottle, and easytravel can format. The iconic beverage, born in the 80s, is not only getting a makeover in 2022, it’s also launching a pop-up can delivery subscription service, ‘Only Cans’.

The new look packaging has the same great product inside and comes in Original and Rosé: • Original is a refreshing citrus, pineapple and passionfruit flavoured wine cooler with sugar and sweeteners. Original comes in a 750ml bottle and new 250ml can at just 93 calories per 250ml serving.

• Rosé is a refreshing red berry, pineapple and passionfruit flavoured wine cooler with sugar and sweeteners. Rosé comes in a 750ml bottle, and a new 250ml version, with 88 calories per 250ml serving.

“West Coast Cooler has been a consistent consumer favourite since its inception in 198,”

said assistant brand manager Laura Kerr. “It’s a great sparkling, refreshing light option when you want to enjoy a social drink with friends. We’ve worked to create a beautiful revamp to the packaging - both the original 750ml bottles, and we’ve added something we’re really excited about, a very practical ready-to-drink can format. The one thing we haven’t touched is the great tasting product.”

The West Coast Cooler team are also investing in PR and marketing over the next few months as they team up with Irish comedian (and West Coast Cooler fan), Emma Doran to relaunch the delicious wine cooler with a competition to win an Only Cans subscription being given away on the West Coast Cooler Instagram page. The winners of the subscription will receive a tote bag, with a selection of West Coast Cooler Original and Rosé inside and will get further deliveries of West Coast Cooler throughout the summer.

‘The Italian Gardens’: Powerscourt Distillery announces second release of Estate Series Powerscourt Distillery is proud to reveal its second release in the Estate Series, ‘The Italian Gardens’. A limited edition Blended Fercullen Irish Whiskey Amarone cask influence, ‘The Italian Gardens’ will be available from 20 June 2022 with a RSP of €75.

This year Powerscourt Distillery is paying an homage to the inspirational ‘Italian Gardens’ the centrepiece of the world-renowned Powerscourt Gardens, voted Non-chill filtered and bottled at 46% ABV, The Italian Gardens is the second third best Gardens in the release in Powerscourt Distillery’s World by National Estate Series Geographic.

In 2021, the first in the Estate Series was released and named to give a nod of respect to the distillery’s Fercullen brand home - the near-300year-old mill house. ‘The Mill House’ sold out in a few short weeks, it is anticipated that expression two will be in high demand.

Delivering a harmonious partnership of visionary design and the perfection of nature. Powerscourt Distillery’s new head of whiskey & product development John Cashman, a recipient of an Icons of Whisky award and an International Wine & Spirits judge, has worked in multiple distilleries under the Beam Suntory umbrella.

Having worked alongside the distillery’s founding master distiller Noel Sweeney for many years at Cooley, Cashman preserves unique knowledge on Fercullen whiskeys, old and new and combined an exceptional Fercullen 19-Year-Old Malt with an Italian influenced Amarone cask finish, skilfully blended with a very special 12-Year-Old Grain Irish Whiskey, delivering an exceptional whiskey. A fine addition to the distillery’s established core range of award-winning Fercullen Irish Whiskeys.

ShelfLife June 2022 | www.shelflife.ie

A much-loved brand, West Coast Cooler now has appealing new packaging

Now available in an easy-travel can format, West Coast Cooler has a great competition with its pop-up can delivery subscription service, ‘Only Cans’

Sip into summer with brand new Four Loko flavours Four Loko, the US alcoholic beverage, is set to tantalise the tastebuds of Ireland’s consumers this summer with the introduction of two vibrant new flavours – Tropical and Strawberry Lemonade – to its core range of four established flavours including Four Loko Blue, Fruit Punch, Sour Apple and Gold.

With Four Loko’s striking camouflage appearance, these new kids on the block will be sure to stand out from the crowd with new packaging fused in fluorescent cherry red, and aqua blue and yellow.

The new fruit-filled, edgy flavours will bring a new twist to the table and really pack a punch!

Strawberry Lemonade combines the sweetness of fresh strawberries with the fizz of sparkling lemonade, ideal for cooling down! Four Loko Tropical meanwhile, infused with all the fragments of tropical fruits like pineapple, is guaranteed to fuel your exotic side.

“Flavoured alcoholic beverages have been a key sub-category for some time and category growth in Ireland is being fuelled by innovation within the traditional ready-to-drink (RTD) space,” said brand manager from Richmond Marketing, Gina Holland.

“We’re delighted to be offering new Four Loko flavours which are going to be genuinely exciting for Ireland consumers, just in time for summer.”

Created over a decade ago by two college graduates, Four Loko has established itself as the leading RTD brand in the US, with its broad flavour range and successful marketing drive to create ‘Epic Stories’ for millennials and Gen Z consumers across the United States.

Strawberry Lemonade and Tropical flavours are available to purchase now in BWG, Carry Out, Fine Wines and independent offlicenses and also SuperValu and Centra from July. ■ Four Loko offers its target 18–24-year-old audience the perfect at-home, unconventional, full-flavoured RTD solution, in a convenient 440ml can format with an ABV of 8.5%