Botivo has introduced a limited edition ready-to-drink (RTD) version of its flagship non-alcoholic aperitif. The drink blends English apple cider vinegar with fresh rosemary, thyme, gentian, wormwood, orange peel, and organic wildflower honey. It is mixed with sparkling water and comes in convenient 250ml cans.
Limited Availability and Exclusive Release
Only 5,000 cans will be produced, and the product will be available exclusively during the summer. For the first week, it will be sold only at Delli, before becoming available on Botivo’s website and at Whole Foods supermarkets.
Targeting Younger Consumers with Convenient Packaging
In a recent LinkedIn post, Botivo co-founder Imme Ermgassen explained the reasoning behind the RTD launch. She highlighted three key points:
The RTD format appeals to younger consumers. While 75% of Botivo’s social media followers are aged 25-40, 75% of its bottled beer buyers are 40-65.
Younger customers enjoy Botivo at bars but find the bottle and cabinet format less suited to their on-the-go and shared home lifestyles. Cans fit better into this lifestyle.
RTDs encourage new consumers to try the product before committing to a full bottle.
Expanding Brand Presence Through New Channels
Ermgassen also emphasized that RTDs help Botivo expand into new venues. “At Botivo, we’ve never wanted to just be a drink; we want to play a role in culture,” she said. “Cans allow us to be in cafés, festivals, cultural venues, travel, etc. It’s an opportunity to reach places bottled drinks can’t.”
Pricing and Recent Collaborations
The recommended retail price for each can is £3.50 ($5).
In 2024, Botivo also launched two limited edition products through collaborations with chef Yotam Ottolenghi and spirits merchant Berry Bros & Rudd.
Brand Strategy and Future Outlook
Earlier this year, Ermgassen shared with The Spirits Business why Botivo is not focusing on moderation, signaling the brand’s commitment to bold, innovative product development.
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