Matso’s, best known for its ginger beer product range, has announced its entry into the RTD sector with the release of Matso’s Vodka Lemon Lime Crush.
The RTD product, which has been released in selected Western Australia venues, seeks to capitalise on the growing citrus-based RTD segment currently.
“The citrus RTD category is very much a multi-national space at the moment, but we’re hoping the fact that we’re 100% Australian owned and made will also aid our appeal,” said Matso’s Brand Manager Liv Waters.
It also hopes to capitalise on the current absence of lemon-based products that directly appeal to female drinkers.
“Matso’s has always enjoyed strong appeal amongst female drinkers in the ginger beer space and we think attracting new female drinkers to the citrus RTD category is a great role we can play to sustain category growth in the segment,” said Waters.
“We know the RTD category is continuing to grow, so we included a new distillery at Matso’s Sunshine Coast to test flavours and get the creativity going. To be able to combine the strength of the Matso’s brand within a rising sector is a real win for our customers.”
The new offering carries a 4.5% abv and is available on tap now at various venues across Western Australia. Following this, a national launch in both keg and can will be rolled out later this year.
