BeatBox, the ready-to-drink (RTD) alcoholic party punch brand, has collaborated with Cinnabon to produce a cinnamon roll-flavoured cocktail.

A 11% ABV release started life as an April Fools’ Day joke in 2023 when the business teased a Cinnabon-inspired flavour launch.

But following an overwhelming response asking the brands to actually produce the beverage both companies have since obliged and have now released the RTD cocktail that combines notes of spiced cinnamon, brown sugar and rich cream cheese frosting.

“What started as an April Fools’ joke quickly became something our fans genuinely wanted us to make,” said Justin Fenchel, Co-Founder and CEO of BeatBox Beverages.

“That’s what we love about the BeatBox community. They’re vocal, they keep us on our toes and they inspire some of our best ideas. Cinnamon Roll is a perfect example of how we listen to what our fans are excited about and turn it into something unexpected that only BeatBox would do.”

The new release comes at a time where ready-to-drink spirits sales were up 12.9% across Europe’s six biggest grocery markets last year, bucking a trend where spending on alcohol was down 0.8%, new research shows.