Bombay Sapphire has announced the launch of Bombay & Tonic 10%, which it says is the world’s first-ever double serve pre-mixed gin.
The new 10 per cent ABV, 250ml cans follow last year’s successful launch of the Bombay & Tonic bottle, which sold 1.2 million bottles in nine months. That launch helped drive category growth with 68 per cent of its consumers being new to gin and Bacardi said those consumers who purchased the RTD were six times more likely to then buy a bottle of Bombay Sapphire.
Sarah Nichols, Marketing Director at Bacardi Martini Australia (BMA) said: “As a category leader in premium gin, I am delighted to announce the latest addition to our growing portfolio.
“The development of Bombay & Tonic 10% took time for good reason, as we know our consumers expect only the very best from us, and we are extremely proud to say that we’ve created an RTD befitting to the Bombay Sapphire name in terms of taste, quality, craft and ingredients.
“We look forward to shaking up the RTD category with a double strength option that our fans will love, and that promises to be unrivalled when it comes to taste.”
The launch of the double serve RTD coincides with the release of the Bombay & Tonic 10-pack, featuring 5.4 per cent ABV, 250ml cans.
BMA said these RTD cans are becoming increasingly popular to on-premise venues as well because of their ease of service, as well as requiring less handling to serve, allowing for greater health and hygiene.
Now available to all retailers, the Bombay & Tonic 10% ABV comes in a can 4-pack with a $30 RRP, while the Bombay & Tonic 5.4% ABV can 10-pack retails for $55.