Co-op has initiated a trial in 94 stores featuring new BWS chillers specifically for single-serve cans, including ready-to-drink beverages, craft beers, ciders, wine, and cocktails, aiming at the expanding ‘on the go’ drinks market.

This trial by the leading convenience retailer presents a specially curated selection of popular customer choices and exciting new options, introducing 49 new lines from renowned brands such as Sipsmith, Jack Daniels, Manchester Gin, Kopparberg, and Beavertown.

The complete range, offered in single-serve recyclable aluminum cans and displayed in new BWS chiller sections, encompasses pre-mixed cocktails, craft beers, ciders, wines, and ready-to-drink spirit mixers, providing Co-op members and customers with a wide variety of choices. The collection also includes Fairtrade, B Corp, low-alcohol, and alcohol-free options.

As part of Co-op’s strategy to increase its ‘on the go’ market share, which is currently at 7.0%, the retailer has added new products from MOTH cocktails, Brewdog, Ciroc, Lucky Saint, and NICE wines to the trial. Additionally, it features a unique canned offering from La Veille Ferme.

Rebecca Oliver-Mooney, Co-op’s head of drinks, stated, “The ‘on the go’ category is thriving, presenting a significant opportunity for us as a convenience retailer. This category excels in innovation, and our curated range aims to balance core member and customer favorites with premium and innovative lines that will generate interest and excitement in-store. Our range is meticulously selected with our convenience shoppers in mind, collaborating with brands to deliver uncompromised quality—whether it’s a premium G&T or French red, we have something for everyone.”

The new chilled sections will be promoted in participating stores using floor stickers, stripping, and aisle fins to draw customers’ attention to the new offerings.