Introduction to Ghost Labs

In a bold move to disrupt the ready-to-drink (RTD) category, Ghost Labs has launched a new line of innovative, design-led canned cocktails that are crystal clear, colourless, and low-calorie. This UK-based brand is the brainchild of a collective of creative minds from various fields, including architecture, art, design, fashion, and music. Their mission is to challenge traditional RTD expectations by combining cutting-edge beverage science with culinary expertise to create unique and unexpected flavour profiles.

Ghost Labs' creative board includes notable figures such as entrepreneur and designer Steve Smith, co-founder and managing director Si Philby, Ed Williams (CEO of Candy Kittens), Dan Flower (former Global Managing Director of The Face Magazine), and Stu Holt (Founder and CEO of Javelin Block). This diverse team brings a fresh perspective to the drinks industry, aiming to address common pain points like long bar queues and inconsistent pours at venues and festivals.

The Science Behind Ghost Labs

The development of Ghost Labs' cocktails involved ex-Diageo drinks scientist Anthony Wilson and an award-winning chef. They utilized advanced molecular techniques to break down ingredients and rebuild them, resulting in completely clear liquids that retain their full flavour profiles. This innovative approach allows Ghost Labs to deliver bold tastes without the visual expectations associated with traditional cocktails. For instance, their use of coffee extracts in the Vodka variant provides the depth of flavour without the colour, creating a truly unique drinking experience.

Flavour Profiles and Product Details

Ghost Labs offers a range of five distinct flavours, each named after its base spirit:

• Tequila: Grapefruit, Maple, and Green Chilli
• Gin: Grapefruit, Lychee, and Cucumber
• Whisky: Honey, Pear, and Gingerbread
• Rum: Coconut, Passionfruit, and Vanilla
• Vodka: Espresso, Cascara Cherry, and Guarana

Each 300ml can is vegan, gluten-free, contains 110 calories, and has an ABV of 5%. The minimalist design of the cans is not just aesthetically pleasing but also functional, ensuring consistent quality and ease of consumption. Consumers can purchase individual six-packs or a tasting pack featuring all five flavours.

Market Impact and Availability

Ghost Labs has made its debut in the UK, with products available online via their official website, ZAPP, and in select retail locations like Selfridges. The brand is targeting further expansion into UK retail and on-trade channels in 2025. This strategic move positions Ghost Labs to capitalize on the growing demand for RTD cocktails that are both stylish and convenient.

Ed Williams, CEO of Candy Kittens, noted that Ghost Labs is shaking up the drinks world with bold design and creativity, much like Candy Kittens did in the confectionery sector. This approach not only challenges industry norms but also appeals to consumers seeking innovative products that stand out.

The Rise of RTD Cocktails

The RTD market has experienced significant growth in recent years, driven by consumer preferences for convenience, quality, and unique experiences. Ghost Labs' entry into this market with its design-led, colourless cocktails taps into these trends, offering a refreshing alternative to traditional RTD products.

Key Trends in the RTD Market:

• Convenience: Consumers increasingly prefer drinks that are easy to consume on-the-go.
• Quality and Innovation: There is a growing demand for high-quality ingredients and unique flavour profiles.
• Sustainability and Design: Brands are focusing on eco-friendly packaging and visually appealing designs to differentiate themselves.

Ghost Labs addresses these trends by providing a sleek, minimalist design that complements its innovative flavour profiles, making it an attractive choice for those looking for a modern drinking experience.

Conclusion

Ghost Labs is poised to make a significant impact on the RTD category with its crystal clear, design-led canned cocktails. By combining cutting-edge science with culinary expertise, the brand offers a unique drinking experience that challenges traditional RTD expectations. As the market continues to evolve, Ghost Labs' innovative approach positions it well for success in the competitive world of ready-to-drink beverages.