Boston Beer and Beam Suntory Launch Sauza Agave Cocktails
Boston Beer Company and Sauza tequila-maker Beam Suntory launched Sauza Agave Cocktails Thursday – a line of Mexican-inspired, ready-to-drink canned cocktails (RTDs).
The 8% ABV malt-based RTDs are available in four flavors: Lime Crush (“fresh lime with a hint of zest”); Tropical Twist (pineapple with hints of passion fruit and citrus); Strawberry Breeze (strawberry with hints of mango and kiwi); Black Cherry Smash (black cherry with hints of vanilla and a “sweet maraschino cherry backbone”).
All four flavors are available in a variety 12-pack ($17.99 suggested retail price), single flavor 6-packs ($9.99), and 24 oz. single-serve cans ($3.49), according to a press release.
“Sauza has a rich history of inspiring real connections when you combine the perfect setting, friends, food and drinks,” Stephanie Kang, Beam’s senior director of RTD strategic ventures, said in the release. “Our goal with Sauza Agave Cocktails is to create a quality product with the format, flavor profile, and convenience that consumers are looking for. With the launch of Sauza Agave Cocktails, we have the opportunity to bring the Sauza brand into new occasions, while also reaching a new set of consumers, with whom we can build new brand loyalty and reputation.”
The line is part of “long-term, strategic partnership” between Boston Beer and Beam Suntory, announced in July 2021. Per the partnership, Beam Suntory will market and advertise the RTDs nationally, while Boston Beer will produce and distribute the brand through its network of wholesalers, as well as control local marketing.
“Our industry is rapidly evolving, and consumers are looking for new and exciting options that suit a wide variety of occasions, and we couldn’t be happier to have found the perfect partner to extend our brands into the spirits category,” Boston Beer CEO Dave Burwick said in July. “This unique, win-win collaboration opens a new frontier for our industry-leading Truly Hard Seltzer brand as we expand into bottled spirits and also allows us to bring a great tequila brand into our best-in-class wholesaler network.”
The joint venture also launched Truly-branded flavored vodkas (60 proof, 100 calories per serving). Inspired by Boston Beer’s Truly hard seltzer flavors (Wild Berry, Pineapple Mango and Strawberry Lemonade), the vodkas are hitting shelves nationally this month in 50mL, 375mL, 750mL and 1L bottles.
Jameson Irish Whiskey RTD Makes US Debut
Pernod Ricard launched its Jameson Irish Whiskey RTD in the U.S. for the first time this week.
Jameson Ginger & Lime is a 6% ABV spirits-based canned cocktail available in 12 oz. sleek can 4-packs, with a suggested retail price of $14.99. The offering is available at retailers nationwide and on the e-commerce alcohol delivery platform Drizly.
“The Jameson Ginger & Lime ready-to-drink cocktail was inspired by one of our all-time fan-favorite recipes,” Kate Pomeroy, head of innovation at Pernod Ricard North America, said in a press release. “Our goal was simple – to create a cocktail experience that is easy and delicious.”
Pernod Ricard previously launched the Jameson Ginger & Lime RTD, as well as a Classic Cola flavor, in the United Kingdom in 2017, with a 5% ABV. At the time, Magin Trewhella, Pernod Ricard head of marketing, said the RTD’s target consumers were men, aged 25-35, reported Harpers.
Dry Dock Brewing Releases Cocktail-Inspired ‘Docktails’
Aurora, Colorado-based Dry Dock Brewing Company released Docktails last week – a line of 9.5% ABV cocktail-inspired, sugar-based beverages.
The RTDs are available in 12 oz. 4-packs in three flavors: Strawberry Basil Daiquiri, Cucumber Margarita and Paloma. Launched February 28, Docktails are available across Colorado in grocery and convenience stores and independent beer retailers, with a suggested retail price of $10.99, according to a press release.
“Docktails are a flavorful and convenient craft option [cocktail lovers] can enjoy anywhere, especially outdoors, with no glass required,” Kevin DeLange, Dry Dock co-founder, said in the release. “And because these are fermented beverages and don’t include distilled spirits, consumers can buy Docktails in grocery and convenience stores where spirits-based products can’t be sold.”
“This is one of the most innovative creations we’ve done at Dry Dock,” co-founder Michelle Reding added. “Docktails are unlike anything being made in Colorado, and they’ve taken us way beyond the ‘beyond beer’ segment we set out to explore. They’re in a canned craft niche of their own.”
Epic Western Launches Two New RTDs; Will Expand into Six New States by End of Summer 2022
San Antonio, Texas-based Epic Western Cocktail Co. launched two new RTD offerings this week: Chispa Rita and La Paloma.
The 8% ABV offerings, inspired by a skinny margarita and a grapefruit tequila cocktail, join Epic Western’s 10% ABV Ranch Water RTD.
“We think these two new cocktails will reach a broader audience, given they are well-known cocktails and come in at 8% ABV,” co-founder and CEO Adam Love said in a press release.
Available in single-flavor 12 oz. slim can 4-packs, all of Epic Western’s RTDs are made with “100% blue agave tequila” imported from Arandas, Jalisco, Mexico, according to the release.
“If it’s not made with 100% blue agave tequila, it’s 100% B.S.,” the company states on its website. “Epic Western Ranch Water is made with the same ingredients we use at home — quality 100% blue agave tequila, sparkling mineral water, lime and salt.”
Epic Western Ranch Water launched in June 2021, and is now distributed statewide in Texas and Nevada. This summer, the company will expand into Colorado, New Mexico, Kansas, Tennessee, Georgia and South Carolina, according to the release.
2 Towns Ciderhouse Launches Craftwell RTDs
Corvallis, Oregon-based 2 Towns Ciderhouse launched Craftwell Cocktails this month, a line of wine-based RTDs.
Available in four flavors – Pineapple Margarita, Grapefruit Paloma, Blueberry Cosmo and Strawberry Margarita – the RTDs are 10.5% ABV, and available in single-flavor 12 oz. 4-packs in Oregon and Washington.
“When we started 2 Towns Ciderhouse a dozen years ago, we used the ingenuity that’s unique to the Pacific Northwest, and people loved it,” Nels Jewell-Larsen, 2 Towns co-owner, said in a press release. “We’re bringing the same spirit to Craftwell, inspired by our consumers’ spirit of adventure, to craft great-tasting cocktails that are ready to drink.”
Latino-Founded Rum-Based Hard Seltzer Casalú to Launch This Month
Casalú, a rum-based hard seltzer, will launch in Miami this month.
The brand will debut with Limón, a 5.9% ABV hard seltzer made with dark aged rum. The RTD will be available in a 12 oz. 12-pack with a suggested retail price of $12.99.
“From day one, it was clear that something was missing in the seltzer market,” Ricardo Sucre, Casalú co-founder, said in a press release. “Despite all the noise about new brands appearing, none seemed able to truly speak on behalf of Latino culture and express it authentically. Casalú was born to pay homage to our culture and invite everyone to share it.”
“For us, it didn’t make any sense that we could identify a brand with clear Latin roots in every alcohol and liquor category, but none that resonated in the seltzer space,” co-founder Gabriel Gonzalez added. “So a few months after I tried the earliest version of Casalú, we decided to finally get together and launch the company to bring an authentically Latino seltzer to the market.”
Casalú will self-distribute its product in Miami. The brand launch will be supported by “out of home advertising, social media marketing, traditional public relations, events, and influencer marketing.”