Major food manufacturer, Universal Robina Corp (URC) has entered the Pesos 252 billion (US$4.4 billion) alcoholic beverage market with the launch of new spiked spirit products.
URC announced that it will launch a new product called ‘Chill Spiked Spirit’ to disrupt the local alcoholic beverage market. The drink contains 5% double distilled alcohol, real fruit extract and soda water.
According to URC Chief Marketing Officer Mian David, “Chill Spiked Spirit will offer a refreshing, laid back drinking experience, with just the right kick, minus the heavy feeling.”
Chill Spiked Spirit will be available in 330ml cans at a suggested retail price of Pesos 51 (US$0.90). It will come in red apple, lemon lime and lychee flavors. Mian said, “In URC, our purpose is to delight consumers with better food and beverage choices. Chill is an embodiment of that purpose. It’s a delightful drink that’s refreshing and delicious. It’s better than others because it contains real fruit juice and just the right level of alcohol plus zero added sugar.”
URC targets younger consumers who like to have fun but without going ‘over the top’.
URC said spiked spirits, hard seltzers and other similar beverages are disrupting the global beer category and now account for 6% share of the alcoholic beverages market in the US. In 2018, this category was valued at US$500 million globally but by 2023, it has soared to US$3 billion. URC hopes to disrupt the local market similarly with its latest product.
