Global Brands is tapping into one of the world’s fastest-growing flavour trends with the launch of Pickly Pete’s Pickle Liquor, a new 15% ABV pickle flavoured liquor designed for the UK on-trade.

Launching in mid-October in a 70cl bottle format, Pickly Pete’s Pickle Liquor arrives as consumer interest in pickle-flavoured food and drink continues to surge. With the value of pickled products in the UK currently worth £686 million and projected to reach £1.5 billion in 2034*, Pickly Pete’s Pickle Liquor is the first of its category within the UK.

With taglines including ‘Relish Every Shot’ and ‘Kind of A Big Dill’, the brand has been developed with Gen Z and millennials in mind – alongside lovers of all things pickles – to create an accessible entry point for pickle fans, while tempting those new to the flavour to try something different.

The brand is already gaining traction ahead of launch, with a major listing confirmed across 750 Marston’s pubs nationwide.

The new liquor reflects the growing influence of pickles across food and drink as pickle related social conversation continues to increase year-on-year by +11.5%**. From KFC launching a limited-edition pickled focused menu to Dua Lipa’s viral pickle juice and Diet Coke combination, the flavour has developed from a niche food trend into a broader cultural phenomenon.

Pickly Pete’s Pickle Liquor has therefore been created to provide pubs, bars and nightlife venues with a flavour-led offering that taps into that growing momentum, working across both the solo shot and cocktail occasion. With the UK on-trade shot market currently valued at £209 million**, the brand has been developed to offer a distinctive and fun choice for shot rounds, particularly as creamy liquors continue to decline by -7% year-on-year**.

At its most simplistic level, the ‘Pickle Shot’ serves 25ml of Pickly Pete’s neat in a shot glass, providing a straightforward yet fun addition to existing shot menus. The liquor can also be utilised in a variety of cocktails, from the ‘Pickle-Rita’ which combines Pickly Pete’s Pickle Liquor with a margarita mix, to the ‘Cuba Lipa’, inspired by Dua Lipa’s pickle and cola combination.

Thomas Fox-Owens, Senior Brand Manager at Global Brands, commented: “Pickle as a flavour has become a cultural phenomenon and we’re seeing that momentum continue to build across food, drink and on social media. With Pickly Pete’s Pickle Liquor, we wanted to bring that momentum to venues across the UK with something truly interesting and different.

“Following the launch of our Japanese-inspired liqueur ASUKI earlier this year, we wanted to follow up with a quirky new launch. Whether Pickly Pete’s is used as a straight a shot, in a highball inspired by Dua Lipa or within a Margarita as a perfect ‘partner in brine’, we can’t wait for everyone to try it themselves. We’re delighted to have achieved such a great listing in Marsdon pubs nationwide to offer venues a new way to engage with consumers around one of the most talked about flavours right now.”

For listings and distribution enquiries, please contact enquiries@globalbrands.co.uk.