If your RTD brand is going to get off the ground, it’s necessary to know what consumers are looking for and find a way to connect with them. If your brand can find ways to improve upon the consumer experience within the category, you’re off to a great start.

In this talk, Lawrence Cisneros, CEO of Drnxmyth, broke down the harmony between his brand and the authentic cocktail experience consumers are after. He talks through the technical side of how his product became the first to incorporate fresh juice into their RTD beverage and how this has opened up new opportunities for his brand to can a well-crafted consumer experience.

“For us, ingredients were the key,” explains Cisneros. “Really understanding what consumers want is a tricky thing and you sometimes have to think about it before they even realize what they want.”