Wednesday, January 26, 2022

Getir snaps up Ace+Freak

Crafty canned cocktail brand Ace+Freak has been snapped up by ultra-fast grocery home delivery service Getir in a swift move that makes it available nationwide for the first time, in time for new year celebrations.

In a deal brokered by purpose-led drinks firm Ten Locks, Ace+Freak Mint & Elderflower Spritz (5.5% ABV), Ginger & Lemongrass Mule (5.5% ABV) and Watermelon & Cucumber Sangria (4% abv) will be listed nationally, available across 34 major cities where Getir have distribution. The brand will be featured on the Getir: Groceries In Minutes app for home delivery within as little as 10 minutes.

A drinks range with its finger on the pulse it brings bold branding and an exceptional quality cocktail serve to the booming canned RTD sector. Ace+Freak appeals directly to the millennial consumer; bar quality drinks that look and taste great, made to the highest standard and in the most sustainable way possible.

Ace+Freak’s recipes are designed by Thomas Soden, a multi-award-winning mixologist and co-owner of Nine Lives cocktail bar in London. Soden co-founded the brand after writing two books, over 300 cocktail menus and racking up 15,000 hours of cocktail-making-experience.

Every can of Ace+Freak is made with high quality craft spirits, 100 percent natural ingredients, pressed fruit juices and purées, and wines sourced directly from co-operatives. The team at Ace+Freak distil their own botanical spirits specifically for each recipe.

Becky Davis, head of commercial at Ten Locks, says: “Getir and Ace + Freak share an ethos of disruption and a hyper-focus on millennials. Bringing together the two creative, top quality and razor-sharp propositions mean we can insert Ace + Freak into lesser tapped territories; impromptu get-togethers, outdoor drinks and drinks at home. The real win is that drinks at these occasions can now be every bit as good as when a bartender makes them.”

RTD volume share is expected to double in the next five years in top markets with ready-to-drink products anticipated to command 8% of Total Beverage Alcohol by 2025.[1]

Davies continues: “With all eyes on RTDs and the love consumers have for brands that are striving forward with true purpose, coupled with convenient, tech-based quick commerce platforms asserting themselves among consumers, Ace + Freak and Getir are well positioned for a powerful partnership.”

Earlier this year Ace + Freak successfully crowdfunded £250,000 investment to fund further growth and further expand into the ready-to-drink (RTD) cocktail market.

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