Jennifer Lopez is the latest high-profile name to jump into the rising ready-to-drink cocktail category with the launch of The House of Delola, a new Beam Suntory-backed brand of spirit-based, pre-mixed drinks which is set to debut this spring with its first product, Delola Spritz.
In development since 2020, The House of Delola is a collaboration between Lopez and her manager/business partner Benny Medina, as well as experienced drinks industry professionals Ken Austin and Jenna Fagnan, both of whom bring experience from celebrity brands including Dwayne Johnson’s Teremana Tequila and Conor McGregor’s Proper Twelve Whiskey.
Award-winning mixologist Lynnette Marrero is also involved with the brand, which promises “unique, mixology-level ready-to-enjoy cocktails designed for elegant, effortless entertaining as part of a thoughtful lifestyle,” according to a press release.
Beam Suntory is a minority investor in Delola and serves as the brand’s global distribution partner.
Lopez, who recently signed on as an ambassador for Coca-Cola-owned sports drink BodyArmor, said her goals with Delola were to create a product with “better ingredients, better taste, fewer calories than traditional cocktails, and one simple pour.” The brand name is a nod to “Lola,” a longtime nickname for Lopez that “reflects her more playful, carefree side,” with the spritzes line inspired by vacations along the Italian coast.
“I love entertaining and to relax and unwind with friends, but never found a drink that was right for me. I was in search of something that I could enjoy that fit the thoughtful way that I live my life. When I didn’t find it, I decided to create Delola,” Lopez said in a statement.
The brand’s first release is DELOLA SPRITZ, a line of lightly sparkling cocktails launching in three flavors: vodka-based Bella Berry (10.5% ABV), tequila-based Paloma Rosa (11.5% ABV) and amaro-based L’Orange (10.5% ABV). Delola Spritz will be entering grocery and liquor stores, restaurants and bars starting this month in 750ml (SRP $22.99) and 375ml (SRP $11.99) glass bottles embossed with the “Delola Crest” inspired by the crest of Lopez’s hometown, The Bronx.
“Ken and I have been inspired by Jennifer’s hands-on approach to building the Delola business,” said Fagnan, named as a co-founder of Delola. What Jennifer is bringing to consumers is something that has been missing from the market. We all live busy lives and it is nice to know you now don’t need to be friends with the world’s best mixologist to get the world’s best cocktails. You can just pick up a bottle of Delola to host your friends, or to spoil yourself just a bit.”
Spirits-based RTDs enjoyed another year of growth in 2022, according to a recent report by Mintel. Within c-stores, spirits-based seltzers grew dollar sales +121% last year ($100 million), while premixed cocktails jumped +55% ($300 million).