Sainsbury's is the first supermarket to list the new 50cl bottle (rrp £4.50).
Managing director Hew Dalrymple said: “We have responded to feedback from our customers and have launched a larger 50cl range specifically for the off-trade. Equally important, we have reduced our price by 25%, allowing consumers to offer a real cocktail experience for the price of a glass of wine.”
Created for consumers looking to replicate the experience of professionally-made cocktails at home, the range includes Classic Mojito, Pomegranate Cosmo, Passion fruit Mai Tai and Elderflower Collins.
The label has also been given a makeover in a bid to revive the declining RTD category, which Dalrymple described as “tired, low value and lacking in innovation”.
OLN Brands Report 2009 shows the RTD market lost £9 million in value – or 4% – making it worth £199 million at the end of January 2009. The Nielsen figures also show a 7% drop in volume for the year to Jan 24, 2009.
West Eleven Cocktails is distributed in the UK by Windfall Drinks.