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West Eleven Cocktails launch new brand extensions

Published:  20 March, 2009

West Eleven Cocktails has re-launched its ready to drink cocktail range for the off trade by changing its bottle size and reducing its abv.

Sainsbury's is the first supermarket to list the re-branded 6.5% abv, 500ml bottles of Classic Mojito, Pomegranate Cosmo, Passionfruit Mai Tai and Elderflower Collins which will be retailing at around £4.50.

Managing director Hew Dalrymple spoke of the challenging times in the industry and the need to innovate: " We have listened to our customers and launched the larger 500ml range specifically for the off trade.

"We have also reduced our price by 25%, which will allow consumers to offer a real cocktail experience for the price of a glass of wine."

"The previous 8.5% abv was just a little bit too high."

The cocktails were created by mixologist Ben Reed from IP Bartenders.

West Eleven pride themselves on having no preservatives, no artificial colours or sweetners and using the finest raw ingerdients including 100% grain vodka, hand blended Jamaican and Cuban rums, and natural fruits.