Tui is flipping the RTD playbook with the launch of its latest innovations: Tui Red and Tui Blue. In a category flooded with flavour, Tui’s new ready to drink vodka range leads with colour, delivering instant shelf impact and unapologetic personality. 

Tui Red is set to make a statement with a delicious mix of raspberry, strawberry and vodka, while Tui Blue will cool things down with a tasty mix of pineapple, strawberry and vodka. Both come in a 10x330ml format, contain 6% ABV, and boast just 1.7g of sugar per serve.  

“Colour leads. Flavour follows,” says Cormac van den Hoofdakker, Senior Marketing Manager at DB, channelling Mr Wagstaff’s cheeky legacy and Tui’s rogue DNA.  

“Red and Blue are designed to cut through clutter in a flavour-saturated market. This is a deliberately sideways move in a high-churn, novelty-driven RTD market, where we know that visual cues outperform flavour descriptors, and consumers are drawn to bold colours, mysterious cues and products that stand out in social settings,” says Cormac.