• Transform magazine
  • December 15, 2018


Alcoholic soda introduces new brand flavour


Crooked’s new brand is helping to innovate the alcohol sector by presenting a distinct feature of its new drinks.

Global Brands has launched a new range of alcoholic sodas crafted from real fruit juices with no added sweeteners, sugars or preservatives. It is prepared to shake up the ready to drink (RTD) category in the UK. Crooked creator, Charlie Leaver, says, "We're excited to be bringing this to the market and introducing a whole new category of alcoholic soda to the UK. The dimensions that Crooked creates both in its artwork and taste is what make it a stand out product. We've crafted this brand by listening to the consumer and with that we've made something that's going to completely change the market".


Including three different flavours -Mother Moon(pomegranate & peach), Dayglo Skies(raspberry & lime), Midnight Stage(blood orange & passionfruit)- the brand shows a unique and funky design targeting the 20 and 30 year-old audience. Each of the flavours has a distinct illustration by local Sheffield artist Lisa O’Hara. The design is depicted with vivid colours and bizarre characters that can make shoppers stop by and glance at it.


This lively design looks suitable for festivals, one of which Crooked had actually held on 29 November at Old Street’s Magic Roundabout for the launch of the new range of craft alcoholic sodas. The event featured workshops and performances that included activities such as a tattoo station and DJ.


Leaver, says, “We saw that the target demographic of consumers were tiring of overly sweet drinks with questionable ingredients, and so have created a product that tastes great, looks great, and is essentially natural”. Therefore the brand is focusing on emphasising the aspect of not only the taste but also reflecting its target audiences’ desire by presenting distinct features from competitors.