Slinky RTD launched in on-trade marketplace
by John Harrington Blue Nun-based RTD Slinky gets its on-trade release next month, with owners Langguth putting their faith in the RTD sector.
Stephen Langguth, product development manager at Langguth, said Slinky, a 5.5% abv "white wine crush", based on Blue Nun, will appeal to female RTD drinkers in their mid-20s.
He said this group probably had their initial drinking experience with RTDs when they were first launched about a decade ago.
They are now after something more "sophisticated" but with the familiarity of an RTD.
Slinky is billed as a "sleek and stylish" brand away from the outdated and patronising "ladette" image of other RTDs.
He added that this approach coupled with its association with Blue Nun, sales of which have tripled in the past five years will make Slinky succeed where other wine-based RTDs haven't.
Slinky, in 275ml crown-cap bottles, was originally intended for release last September.
Langguth denied reports that the delay was because of fears about the health of the RTD sector.
"It was a straightforward strategic decision," he said.
He expressed faith in the RTD market, which is still worth £1.3bn, despite recent reports of a slow-down.
"The RTD market does not go up and down like that, but it has to develop.
People realise that something has to change genuinely new products have to enter the market and vary the theme."
The launch, with marketing company SMS, is supported by a £1m campaign featuring the tagline: "It's a Slinky thing".
Fur-ther details are to be announced.
Slinky will be up against Scot-tish Courage's Bliss and Bacardi-Martini's Coomira Coast in the wine-based RTD category.
