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Fentimans and BLOOM collaborate with Keen and Able for packaging design

Fentimans and BLOOM partnered with brand experience agency Keen and Able to create the packaging design for their premium pre-mixed gin & tonic cocktail.

Launched in Sainsbury’s stores across the UK, the ready to serve cocktail mixes BLOOM London Dry Gin with Fentimans botanically brewed tonic water, according to thedrum.com.

The cocktail is looking at garnering the premium market share in the £31m RTS (Ready to Serve) category, which has been witnessing growth of 23.1 % every year.

Fentimans and BLOOM international brands development manager Frederik Kampman said the consumers were looking to recreate the ‘perfect serve’ at home in Gin & Tonic.

"The RTS category represents an opportunity for BLOOM London Dry Gin to engage with a new breed of discerning drinkers who appreciate quality and a more refined Gin drinking experience. With Fentimans & BLOOM Gin & Tonic, we deliver on all accounts," Kampman said.

Keen and Able creative director David Jenkins said that by creating the brand and packaging for the cocktail, it has blended the individual characteristics of the brands’ BLOOM with the ‘Victoriana’ look and feel of Fentimans curved glass bottle.

"It was key to ensure that this new to market product would have instant standout on-shelf, whilst at the same time communicate its premium proposition," Jenkins said.