The Co-op has launched a 94-store trial of new BWS chillers dedicated to single-serve cans as it targets the growing ‘on the go’ drinks market.

The convenience retailer will be offering ready-to-drink beverages, craft beers, ciders, wine and cocktails, with 49 new lines added, including brands such as Sipsmith, Jack Daniels, Manchester Gin, Kopparberg and Beavertown.

The entire range, which will be sold in single-serve recyclable aluminium cans and also includes Fairtrade, B Corp, low alcohol and alcohol-free drink offerings, looks to offer Co-op member owners and customers a wider variety of choice.

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The trial is part of the grocer’s ambition to grow its ‘on the go’ market share, which currently stands at 7%.

Other new products introduced to Co-op stores include MOTH cocktails, Brewdog, Ciroc, Lucky Saint, Nice wines and a first-to-market canned offering from La Veille Ferme.

Co-op head of drinks Rebecca Oliver-Mooney said: “The ‘on the go’ category is continuing to thrive, which presents a real opportunity for us as a convenience retailer. This is a category that over indexes on innovation and our curated range looks to balance core member and customer favourites with premium and innovative lines that will drive interest and excitement in store.

“Our range has been carefully selected with our convenience shoppers in mind, working with brands to deliver quality without compromise – so whether it’s a premium G&T or French red, we have something for everyone.”

The new chilled bays will be marketed in stores where the trial is taking place, with floor stickers, stripping and aisle fins to highlight the new offer to customers.