Boozy pops: here comes summer!

On the eve of the May bank holiday Aldi announced the launch of a new ‘premium, “adult-only” popsicle, Gianni’s Alcoholic Ice Popsicles, which it hopes will tap into the popularity of boozy pops in the event, festival and upmarket bar sector.

The retailer has launched two flavours, a Gin & Tonic “with a zing of lemon” and a Peach Bellini made from Prosecco (RRP: £2.99 per 4-pack), which both have an ABV of around 4.5%. Aldi was keen to flag up that, at under £3 per pack, its pops are around 85% cheaper than those available at Fortnums & Masons’ pops – although each pop is around 20% smaller.

Aldi’s joint managing director of corporate buying at Aldi UK, Tony Baines, said the discounter was “proud to bring popular products and trends to our customers whilst staying committed to our low price promise.”

According to James Rae, founder of pioneering popsicle brand Pops, which launched its own brand back in 2014 and also makes the Fortnum’s pops, Aldi’s adoption of the boozy popsicle is both “flattering” and evidence of the growing trend that is gaining traction across both the on-and off-trade.

“We are seeing constant growth and demand which is growing year-on-year,” Rae told db.

Originally, Pops was soft-launched into night-clubs but because the products are unique, fun, different and obviously alcoholic, Rae argues that their appeal is quite wide-spread.

“Initially we were unsure of the market’s potential as both the product concept and the category was completely new to retailers, distributors and manufacturers. But after two years of strong growth, increased demand and sales to back it up, we are seeing traction in the retail and grocery market,” Rae said.

“With Aldi launching their own take on our product – which we see as flattering – it will only further open the market and educate the consumer on such products. It proves that there is a wide audience and ever growing market for popsicles that contain alcohol,” he said.

Lydia Worsey, wine category manager from Mitchells & Butlers, which supplies Pops in around 126 of its pubs and bars, described boozy cocktails as fun, innovative and “something completely different” that engaged customers in a playful way and that could set its venues apart from our competitors.

“Pushing the boundaries and testing new products is a huge focus for us, especially in the wine category where we need to work harder than before to attract younger consumers who are looking for something quirky, instagrammable and for wine to be more accessible.”

Take a look at the some of the other contenders on the popsicle scene.

2. Fortnums & Mason

So how does Aldi’s pops compare with those on sale at the Queen’s grocer?  Fortnum & Mason launched its own brand popsicles in 2015 and now has a range of three pastel-hued pops, although they are only available for delivery within the M25. Made by premium popsicle brand Pops, the range, which are available as boxes of ten for £50, comprises a Blanc de Blancs Champagne Pop from Champagne producer Laurent Hostomme in Chouilly, a Summer Cup Pop – a blend of Fortnum’s London Dry Gin and Pedro Ximenez Sherry with exotic botanicals, Moroccan Mint, Chai and Earl Grey teas, and a new Rosé Champagne Pop. (A Kir Royale Pop made from its own-label Blanc de Blanc Champagne and English Cassis is currently unavailable).

3. Pops

The original pioneer of premium booze popsicles in the UK, Pops has recently added three new flavours to its retro-inspired range for summer 2017. This comprises a frosé, its own take on last year’s popular rosé/raspberry crush trend, a cool watermelon Martini, and an alcohol-free Chilly Mango flavour. This brings the total range to five “naughty” (boozy) and three “nice” pops, including the Classic Champagne, Bellini made with Prosecco, Peach Schnapps with blood oranges and hibiscus flowers to add natural colouring, and a limited edition Moscow Mule, which uses Chase vodka and Fever Tree tonic.

Although the brand started in the off-trade, it has migrated into the off-trade with its range of upmarket adult pops, and is now stocked at a range of independent delis and food halls, including Harvey Nichols nationally, Fenwicks, and now Whole Foods, as well as Deliveroo.

“After 2 years of strong growth, increased demand and sales to back it up we are seeing traction in the retail and grocery market,” founder James Rae said.

He argues that online retailers such as Ocado have been “integral” to growing awareness of the category and enabling listings that did not require retailers to “sacrifice” shelf space. “This year we will retail 100,000 popsicles through the site,” he added.

They are also increasingly popping up at events and a wider range of venues. Pops is stocked in leading and independent cinemas and theatres and last month started supplying 126 Mitchells & Butlers sites. This includes its Premium Country Inns, selected Castle and Nicholson outlets and Chicken Society in London in move Rae described as a “milestone” partnership, and one that is key to growing outside its London base.

A new office in Australia, where around 30% of the products are sold, helps to mitigate the seasonality of the products.

4. Cheers Luxury Alcoholic Ice Cream

Not so much a popsicle, but these luxury ices are close enough to count! Adult-only ice-cream Cheers launched in Selfridges in London this week with the company tagline ‘Alcohol just got cooler”. It says it specialises in bringing favourite cocktails in a new, cooler form, using the fresh ingredients and premium alcohol that people would use at home to make their favourite cocktails. The ABV varies from 3.5% to 6.5% across four flavours, which include a sharp and citrusy Mojito, a twist on the strawberry Daiquiri, an indulgent chocolate espresso Martini, and what boasts to be the strongest alcoholic ice cream on the market, toffee and vodka.

5. Boozy Udders

Another boozy ice cream looking to grow in the retail market is Boozy Udders, which predominantly supplies independent delis, specialist food shops and farm shops, as well as catering for company events, weddings and parties. The brand was founded three years ago by Sarah Ward, whose previous life working for Champagne Pol Roger and Glenfiddich helped hone her palate and develop her love of cocktails. The resulting home-made luxury ice cream were officially launched at last year’s Farm Shop and Deli Show after private investment allowed the company to upscale its production from Ward’s kitchen to a small facility. It is now mulling further investment as it looks to increase production again and grow its retail business to gain more nationwide coverage and volume. Its core range comprises Margarita, Jamaican Rum Punch, Pina Colada, chocolate Brandy Alexander, and Passion Fruit Martini, with as a number of limited seasonal editions, including Strawberry Daiquiri, Cosmopolitan, Mac Daddy, and The Bramble in autumn.