Global Brands launches 66cl Amigos bottles

04 December, 2014

Global Brands is launching 66cl bottles of its tequila-flavoured beer Amigos in a bid to tap into the growth of big bottle formats in the off-trade.

It estimates that the market for these bottles in now worth £135 million and growing.

The new SKU will sit alongside 33cl bottles, 50cl bottles and 33cl cans in the range.

Marketing director Simon Green said: “We already know that around 8% of consumers solely purchase 660ml and that the pack format is especially popular among younger 18-24 year old drinkers. Having seen previous success with a 660ml bottle in the range, particularly through convenience channels, it made absolute sense to reintroduce it into the range. “

“Amigos has set a new bar for innovation within the category and is striding ahead of its competitors with three pioneering new launches back in 2014, including Amigos Cans, Amigos Black and an ongoing trail of Amigos Draught. We have exciting plans for the brand throughout 2015, the launch of a 660ml bottle signalling the beginning.”

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