FIFCO USA-owned Seagram’s Escapes is refreshing its brand family in 2024.
Seagram’s Escapes Refreshers will roll out in 15 markets next year, the company announced today. The 5% ABV flavored malt beverage (FMB) is sweetened with cane sugar and fruit juice, according to a press release.
With the on-trend refreshers pack, FIFCO USA is looking to appeal to legal-drinking-age Gen Z and millennial consumers, the company said in the release.
Seagram’s Escapes Refreshers will launch in a tropical-flavored variety pack featuring Strawberry Acai, Pineapple Cherry, Mango Orange and Kiwi Lime.
FIFCO USA is targeting an array of off-premise channels for launch with a variety of package formats. The variety pack is available in 12 oz. slim can 12-packs and 24-packs for club stores.
To incite trial, Strawberry Acai will be available in 7.5 oz. cans. FIFCO USA debuted the format earlier this year with 7.5 oz. cans of Seagram’s Escapes priced at $1. Strawberry Acai will also be available in 23.5 oz. single-serve cans for the convenience channel year-round.
In addition, “select varieties” will be sold in Seagram’s Escapes’ traditional 11.2 oz. bottle 6-packs.
“Our team conducted extensive research and determined that consumers are seeking highly refreshing beverage options with natural ingredients,” brand director Jaime Polisoto said in the release. “With this in mind, we developed Refreshers – a perfectly sweet beverage with a clean finish and the great taste fans expect from Seagram’s Escapes.”
The Refreshers are “a bit less carbonated” than their sibling Escapes line and contain 165 calories per 12 oz. serving, Polisoto said. At 5% ABV, Refreshers are stronger than the 3.2% ABV Escapes.
The Seagram’s team expects the Refreshers line’s cane sugar and fruit juice to appeal to different drinkers than the Escapes line.
“Research results emphasized the importance of real ingredients among consumers when considering purchase,” Polisoto said. “With this in mind, we created this refreshing and mildly sweet option with a higher 5% ABV ideal for any mixed gender occasion.”
The new brand’s 15 launch markets are concentrated in the northeast with some outliers: Delaware, Florida, Georgia, Illinois, Maryland, Michigan, New Jersey, New York, North Carolina, Ohio, Pennsylvania, South Carolina, Texas, Virginia and Wisconsin.
To support Seagram’s Escapes Refreshers’ launch, FIFCO USA is investing in “an awareness building campaign” with 50 brand ambassadors, social media promotion, advertising at retail, sampling programs and a $5 consumer rebate for variety 12-packs where available, according to the release.
Refresher-style FMBs and other ready-to-drink (RTD) beverages are growing in popularity. Earlier this fall, Molson Coors announced the impending launch of Happy Thursday, a non-carbonated, 4.4% ABV sugar-based drink.
Dunkin’ Spiked – a collaboration between Mass. Bay Brewing Company and Dunkin’ – included two refreshers in its hard tea variety pack: Mango Pineapple Iced Tea Refresher and Strawberry Dragonfruit Iced Tea Refresher.
FMBs have recorded the second-largest increase in off-premise dollar sales in the first 10 months of 2023, behind only non-alcoholic beer, according to market research firm Circana. Year-to-date through November 5, the segment’s dollar sales increased +17.4%, to $3.73 billion at Circana-tracked multioutlet grocery and convenience stores. Volume, measured in case sales, increased +13%.
The segment also recorded the beer category’s second-largest dollar share gain, gaining +1.2%, to account for 9.54% of all beer category off-premise dollars. Only imports (+1.9%) gained more share.
FIFCO USA is the 11th largest beer category vendor with roughly flat dollar sales (-0.7% YTD, to $328.3 million). However, volume of the company’s portfolio has declined -4.5% YTD through November 5.