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Crafted in partnership with George’s Beverage Company, the mix is now available.

License Global

December 1, 2023

2 Min Read
Global Licensing Group

Lea & Perrins, inventor of Worcestershire Sauce, has launched its first innovation in over a decade: a ready-to-drink Bloody Mary mix. Created in partnership with George’s Beverage Company and brokered by Kraft Heinz’s licensing agency, Brand Central, the Lea & Perrins Zesty Bloody Mary Mix is ready to drink over ice or with vodka for a traditional boozy take. 

“Lea & Perrins is just one of many brands in the Kraft Heinz portfolio that have high consumer awareness and extendable equities and flavors that translate well to licensed products,” says Charter Foster, manager, growth – licensing, The Kraft Heinz Company. “As the original Worcestershire Sauce, Lea & Perrins is a staple found in many households and a key ingredient to adding depth of flavor in food or elevating a Bloody Mary. In the form of product innovation, stretching the brand into a ready-to-drink cocktail mixer made perfect sense, as consumers were giving us permission to play in the Bloody Mary business. In concert with the core pillars of our licensing strategy, our partnership with George’s allows us to access growth opportunities, extends Lea & Perrins into new aisles and strengthens equity in this space by creating new ways for consumers to consume the brand.” 

The mix is handcrafted in small batches and features flavors derived from premium ingredients, including fresh tomato juice, fresh horseradish, fresh lemon juice, celery and a cayenne-based hot sauce. 

Related:Variety is the Spice of Licensing

“The Lea & Perrins Zesty Bloody Mary Mix is unlike anything we have done before and is the most delicious craft cocktail mixer our team has ever created,” says Greg David, chief executive officer, president, George’s Beverage Company. “We are excited to partner with Lea & Perrins to create this premium, zesty offering. Sure to please even the most finicky Bloody Mary drinker, it is a flavor bomb in a bottle.”

The Lea & Perrins Zesty Bloody Mary Mix is available at major grocery and specialty spirit retailers in the U.S. 

  

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License Global

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