MOTH expands to Ireland with GM Marketing

MOTH’s Irish range include Margarita, Piña Colada, Mojito and Espresso Martini
GM Marketing has been named the official distribution partner for MOTH, the UK’s fastest-growing premium ready-to-drink (RTD) cocktail brand1.
This partnership marks a significant milestone as MOTH’s range of bar-quality, bar-strength canned cocktails will broaden its distribution of the top four bestsellers to consumers across the island of Ireland.
MOTH, renowned for its cocktails made from award-winning spirits, offers a variety of flavours that cater to every palate.
Rise of RTD cocktails
The RTD market is currently worth more than €65 million in ROI grocery channels, with single unit RTDs driving the overall category and sales value up by 20%2.
This growth reflects a broader trend with more than two-thirds of people agreeing that at-home socialising is a more affordable alternative to going out and two thirds of these hosting social gatherings such as ‘big nights in’ with friends and family.
MOTH’s range of cocktails is poised to meet this Irish consumer demand and drive incremental growth to the category and retailers carrying MOTH.
Offering bar-strength, bar-quality drinks that can be enjoyed without the need for a fancy setup.
In the UK, MOTH holds a 70% share of the super-premium RTD category, overtaking Pimms and White Claw.
Gerard McAdorey, managing director, GM Marketing, said: “Our team at GM is dedicated to ensuring that MOTH becomes a household name across Ireland. With our shared commitment to grow MOTH across the island or Ireland, we believe this partnership will be a great success.”
Ben Blake, head of Marketing, MOTH, said: “We are delighted to partner with GM Marketing to introduce MOTH’s delicious canned cocktails to the people of Ireland. Our cocktails are designed to be enjoyed anywhere, anytime, and we are confident that Irish consumers will love the convenience and quality of MOTH.”
1 479 BRAND in GB Groc Mults during Latest 52 weeks 24/02/24
2 Nielsen IQ Scantrack Data, 52 Weeks to 10 March 2024
3 Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources.
4 Mintel, A Year of Innovation in RTD, Wine & Spirits, 2024.