Big news is out for CUB with the Spirits & RTD division expanding its Cougar and The Black Douglas RTD range with four new products due to hit shelves. The move is a first in several years and brings with it a wave of excitement and anticipation throughout both CUB and the trade.

Targeting both the mid strength and premium high ABV categories, the move is a reflection of the recent market share growth of the existing brands range and trending consumer insights.

According to CUB’s GM of Spirits & RTD Dean Robinson, “RTDs are occasion driven with more than half bought when people want to kick back and enjoy time with mates or are at social events with friends.*”

Understanding that premium RTDs are the fastest growing segment of its category in Australia*, Cougar Black has been created from authentic American sour mash whiskey aged in new American oak barrels, giving the liquid its smooth and distinctive bourbon flavour.

The Black Douglas Premium Strength is made from one of Australia’s favourite scotch whiskies and aged for at least 3 years in charred oak barrels that proudly bear the name of one of Scotland’s mightiest warriors, Sir James Douglas.

From a taste perspective, both Cougar Black and The Black Douglas Premium Strength deliver drinkers products that have a more distinct whisky aroma and flavour, which is exactly what premium RTD consumers are looking for.

In terms of SKUs, the premium products will be available in both 6x4x375ml can slabs and 3x10x375ml pack formats.

For more information or to place an order contact your CUB representative or call 132 337.


*LMAA drinks Database, MAT Feb 2016

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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