The White Claw craze in the summer of 2020 brought with it increased consumer interest in the RTD category. Consumers at the time, however, did not fully understand what they were drinking at the time.
When Amanda Victoria, co-founder and CEO of Siponey, took a look at the RTD landscape she was disappointed by the lack of transparency and quality surrounding the contents of canned beverages. In this talk, Victoria reveals how an emphasis on premiumization and quality ingredients have helped to define the early success of her brand.
“What is inside of the can and why can’t we talk about what’s coming into the can more,” asks Victoria. “Also understanding that cans come from the world of soda, and beer of course, and a lot of synthetic processed ingredients.”