Tilray’s BrewDog Debuts 10% ABV Pear Drop and Toffee Apple RTDs
TLRY•Tilray’s BrewDog brand is launching two 10% ABV Wonderland RTD cocktails, Pear Drop Margarita and Fizzy Toffee Apple Martini, in 200ml cans exclusively at Sainsbury’s and online this month. Additional nostalgic flavours will roll out across ecommerce and wider UK channels from May to drive incremental RTD growth.
1. Product Launch Details
Tilray’s BrewDog is introducing Wonderland cocktails in two nostalgic flavours—Pear Drop Margarita and Fizzy Toffee Apple Martini—packaged as 200ml RTD cans with 10% ABV. These SKUs go on sale this month exclusively in Sainsbury’s stores and the retailer’s online channel, targeting pre-drink and spontaneous social occasions.
2. Market Strategy and Positioning
The new range leverages a trend where 76% of UK consumers favour flavours that evoke childhood memories, aiming to stand out against standard cocktails. Bold POS, in-store sampling, influencer partnerships and digital campaigns will drive awareness, positioning Wonderland as a premium, playful alternative in a crowded RTD market.
3. Expansion and Growth Outlook
Following the initial launch, BrewDog will introduce Cherry Bakewell Sour, Rhubarb & Custard Colada and Lemon Sherbet Sling across ecommerce and broader retail from May. This phased rollout seeks to sustain trial momentum and fuel incremental sales within the RTD category throughout 2026.
