Beam Launches New RTDs

By Rebecca Harris

Beam Global has today (March 1) announced the launch of three brand-new RTDs - Teacher’s Highland Cream & Cola, Lazy and Appletini.

While Teacher’s Cream & Cola is a dark spirit-based drink, the other two RTDs represent a foray into the light spirit market, with Lazy based on Sauza tequila and Appletini a vodka-based drink.

Teacher’s Cream & Cola and Lazy are currently available in on-and off-premise locations nationally, while Appletini is available exclusively in WA. 

Beam Global Australia brand development director Sean Cook said that the launch of Lazy and Appletini fills a gap in the ‘low-key social-drinking occasion’ market.

“There is a growing desire for low-alcohol beverages suitable for low-key drinking occasions, where drinking is secondary to the occasion itself. This can be a family barbeque, a lazy afternoon or a social lunch. This is an emerging category and there are very few products in the market which fulfill this need,” he said.

Cook added that Teacher’s Cream & Cola’s launch would create broader market-appeal for the blended scotch.

“Scotch is the largest spirit category, however it under-trades in the RTD market. This launch brings a highly valued brand in Teacher’s to the pack, ultimately driving support for the broader Scotch RTD market,” adds Cook.

The launches will be supported with marketing activity, including a consumer promotion to win a trip to Mexico with the purchase of Lazy, and stubby holder giveaways with Teacher’s Cream & Cola purchases.