Page 46 - TMI Special 10-11 2020 FlipBookv2

INSIDER
INSIDER

Toorank’s Coppa Cocktails ready to dominate RTD category

After spending a decade perfecting “Coppa Cocktails was revered for with Coppa Cocktails this year. With all the
Coppa Cocktails, and redesigning the its taste but still not acclaimed by the listings and accounts that we had brought
bottle and packaging, the time is right for audience. We were not experienced in on board, not only in the travel retail and
Toorank’s Coppa Cocktails to dominate the putting a brand like that on a global stage.” duty free markets, but also in the festival
Ready-To-Drink market. Da Graca says that the company and concert market, we were set to grow
Toorank CEO Natal da Graca tells designed a shaker bottle with superior exponentially. We were only limited by the
TMI that even as COVID-19 devastates liquid. number of bottles that we could make.”
on-premise and travel retail markets around “But it wasn’t attractive enough to the Even during the pandemic, the IWSR
the world, his company’s ambition is to customer to catch their eye,” says da Graca. has noted strong demand for the RTD
create a global brand. Toorank redesigned the bottle category via the off-premise and through
“We are in the process of creating a and presented it at Prowein 2019. The e-commerce sites. Consumer demand is
global brand and I am pretty sure we are response from the industry was instant and especially strong in the U.S., which, along
going to get there,” says da Graca. “There overwhelmingly positive. with Japan, are the two leading established
is nothing like Coppa Cocktails in the “Combined with the whole RTD markets for the RTD category.
market. In all the other major categories market which is exploding (before the “It is not surprising to see consumers,
there are global players. In our category Corona crisis), it was the right time to especially those in the U.S., choosing to
there is no global player.” relaunch the product. All the things that we purchase RTDs in the current climate. The
Coppa Cocktails, presented in a were lacking from when we started-- the sessionability, increasingly sophisticated
flower covered bottle shaped like a cocktail marketing insights and knowing how to flavors and convenient format offered by
shaker, was created in partnership with build a brand-- we filled in these blanks. RTDs add to their appeal,” says Brandy
award-winning bartenders around the We perfected the bottle. We perfected the Rand, COO for the Americas at IWSR.
world. total brand packaging,” says da Graca. Coppa Cocktails was targeting the
Toorank, long known as a production “It took us two years to re-develop duty free and travel retail channel as a huge
facility and for its expertise in contract the bottle design. It has been an amazing opportunity for growth this year.
bottling, decided to start making its own success. The first year, 2019, we were not “We were ready to grow in travel
RTD cocktails in 2008 to focus on what able to create enough bottles. This year retail and duty free tremendously, in Asia,
was then a new niche market. However, da we were prepared, but we still went out of the U.S., and Europe. Of course we have
Graca says it turned out to be very niche. stock twice. We were set to grow 500% all seen a dramatic downfall this year,”

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