Hold the wine, women want whiskey
With Bourbon predicted to be the fastest growing spirit category over the next five years, Easy Tiger is confident its new Sour Caterpillar offering will go down a treat
17 June 2015
Easy Tiger proudly presents its Bourbon sour, an interesting and unique addition to the RTD category. Sour Caterpillar is a classic whiskey sour and a very credible response to the growing demand for whiskey derived beverages. Intriguingly branded as ‘Sassy lemon and lime juice and authentic flavours infused with the finest Southern Bourbon’, Sour Caterpillar will be promoted as an the perfect balance of sweet and sour with a light, juicy twist which highlights the wonderful flavours of Good Old Southern Bourbon whiskey.
Bourbon is predicted to be the fastest growing spirit category over the next five years, having sold 37.8 million nine litre cases in 2014 – driven by strong global consumer demand for brown spirits and flavoured innovations. Made in Ireland, Sour Caterpillar contains 4.5% alcohol presented in a 50cl bottle to target the convenience sector. By launching in a 50cl bottle, Sour Caterpillar satisfies the convenience market, encourages responsible drinking through portion control and offers a premium beverage at an affordable price.
Rebecca Tidey, brand manager for Sour Caterpillar said: “We are thoroughly excited about the introduction of Sour Caterpillar in a 50cl bottle as this will give the brand a unique identity within the RTD category. Sour Caterpillar will be the first RTD Bourbon Sour to market and we believe our innovative approach and our focus on taste and packaging will drive sales and recruit new consumers to this category.”