July’s beverage alcohol product releases were marked by a diverse set of offerings, featuring tequila innovations and celebrity-backed ventures. Casamigos was among the new releases, unveiling Casamigos Cristalino, while Blake Lively stepped into the market with Betty Booze, offering low-alcohol sparkling cocktails. Below is Park Street’s full product release recap from July 2023.
July 2023 Alcohol Industry Launch Recap
Coffee-Infused Tequila Unveiled by Tequila Cazadores
Tequila Cazadores continues to expand its portfolio, adding Cazadores Café, a tequila made with 100% agave. The newest offering showcases vanilla and chocolate notes created from a finely balanced blend of Cazadores Blanco tequila made with 100% Agave, a richly roasted Mexican blend of coffee, and agave nectar. The 33% AVB tequila will be available nationwide and will be sold at the suggested retail price of $29.99 for a 750-ml bottle.
“We’re very excited to introduce Cazadores Café this summer. Following the trends we’ve seen in coffee-based cocktails and the popularity of the espresso martini, we wanted to create a tequila-based liqueur that would appeal to a wide range of cocktail enthusiasts in a new and innovative way, ” said Jay Needham, Tequila Cazadores Brand Director. “Cazadores Café is the perfect companion for get-togethers with friends as you go from daytime to nighttime, and can be enjoyed in a variety of settings, from brunch to at-home cocktails, to your favorite restaurant or bar. It’s the ideal way to get the fiesta started.” (Source)
Casamigos Introduces New Cristalino Tequila
Casamigos Tequila announced its newest tequila addition to its portfolio, Casamigos Cristalino. This new reposado tequila is charcoal-filtered and contains flavors of cocoa and vanilla bean. Casamigos Cristalino is offered in 750-ml bottles for $60.99, 1-L bottles for $73.99, and 375-ml bottles for $31.99 in US retail stores nationwide. (Source)
Zero-Proof Tequila Alternative Introduced by Danny Trejo
Actor Danny Trejo has launched Trejo’s Spirits a zero-proof tequila brand. This new line of alcohol-free spirits is completely 0.0% ABV and has earthy agave notes, with hints of citrus and floral undertones. The brand is also planning to come up with zero-proof versions of mezcal, American whiskey, rum, and gin in the future.
“With Trejo’s Spirits Zero Proof Tequila, I wanted to create a completely 0.0% ABV spirit,” says Trejo. “If you’re sober like me, or just avoiding alcohol, you too can make a kickass drink that tastes like a full-on celebration! If I’m throwing a party, everyone gets a seat at the table.” (Source)
Blake Lively Announces Release of Betty Booze
Betty Booze, a new line of RTD gourmet low-alcohol, sparkling cocktails from Blake Lively, is dropping into the market. Betty Booze launches with three sparkling flavors: Sparkling Bourbon with Apple Ginger Sour Cherry; Sparkling Tequila with Lemonade; and Sparkling Tequila with Lime Shiso. Each of these flavors featured the freshest fruits, spices, herbs, and premium spirits. Available in 4-packs of 12 oz recyclable cans (4.5% ABV, 355 ml) and will be sold at an SRP of $14.99.
“When it comes to quality, we’re absolutely uncompromising. Whether it’s Buzz or Booze, everything we make is real and delicious,” said Andrew T. Chrisomalis, Co-Founder and Chairman of Betty B Holdings. “The early success of Betty Buzz proved people expect more from what they drink. And we’re going to be the beverage company to serve it to them.” (Source)
Twisted Tea Unveils ‘Extreme’ Lineup with 8-Percent ABV
Twisted Tea will be rolling out its latest line of high-ABV hard teas, Twisted Tea Extreme. The newest offering consists of two flavors, Lemon and Blue Razz, at 8 percent ABV and will only be available in 24-ounce single cans. The initial rollout will be in select states but plans to go nationwide in the coming months. (Source)
Woodford Reserve has rolled out its annual limited edition, Woodford Reserve Batch Proof in select U.S. and global markets. The new high-proof expression is a part of Woodford’s master’s collection series and is bottled at 750 ml with 62.4% ABV. Batch Proof will be sold at an SRP of $130 and in limited quantities at the Woodford Reserve Distillery. (Source)
Old Forester Introduces New 117 Series: Bottled in Bond
Old Forester is introducing its newest expression, 117 Series: Bottled in Bond. The new 100-proof SKU delivers a confectionary note of stewed blackberries, caramelized apricots, and sweet dates, rounded out by a sweet nuttiness, and topped with whipped cream. It also showcases caramelized fruits with a hint of spearmint before a finish of dried fruits that gives way to heavy cream with herbal tea. The 117 series is offered at a suggested retail price of $59.99 per 375-ml bottle.
“The heritage of Old Forester is uniquely tied to the Bottled in Bond movement as George Garvin Brown’s first bottled bourbon really set the stage for quality guarantee decades before the historic law went into effect,” says Old Forester Master Taster Melissa Rift. “This bonded expression as part of the 117 Series is a fantastic opportunity to look at a very small batch of bonded liquid and how it has developed from that single season to the offering we are launching today.” (Source)
Milam & Greene Whiskey Announces The Wildlife Collection
Milam & Greene Whiskey has debuted a limited-edition series of cask-strength and single-barrel whiskeys: The Wildlife Collection. The first release of the collection is the 123.3-proof Scorpion Single Barrel, offered for $99.99 SRP. The newest bourbon is one of the strongest and richest barrels in Milam & Greene’s portfolio and is available for limited release only at the Milam & Greene website.
“We are continuously experimenting to determine how Texas weather affects aging whiskey – whether it was distilled in Texas or elsewhere – and the results are quite extraordinary so far,” says Milam & Greene Whiskey CEO and master blender Heather Greene. “We’ve noticed that the wild swings in high and low temperatures matched with low humidity here are a real ingredient in our whiskies. The Wildlife Collection, therefore, will deliver a traditional base flavor of a Kentucky or Tennessee whiskey but is tweaked and refined using Texas’s natural elements like wind, sun, and humidity to affect the aging in a barrel and to make something truly special.” (Source)
Sting to Launch New Drinks Brand
Steerpike Limited, a company owned by actress Trudie Styler and singer Sting, is planning to release its newest alcoholic brand, expanding its involvement in the drinks industry. The singer is aiming to produce wine using their vineyard and will potentially branch out into spirits like vodka, gin, or even a ready-to-drink cocktail brand.
Sting admitted that his decision to make wine followed his giving up beer and stated, “I’m from the North of England. You only saw wine in movies. We had beer. Now I can’t drink beer. My taste is more refined.” He also revealed, “I play the guitar down there and sing. It may make the wine worse, but I like to do it.” (Source)
Fiero Tequila Unveils Serrano Pepper Expression
San Francisco-based Hotaling & Co. has announced its second expression for its Feiro Tequila collection: Fiero Serrano Tequila. The 40% AVB tequila expression offers a crisp, fresh taste with peppery spice. The product is available at an SRP of $29.99 in a 750-ml bottle at major retailers across the U.S.
“We already offer the spiciest infused tequila on the market, so introducing Fiero Serrano Tequila felt like a natural extension to us,” says Dan Leese, Chief Executive Officer at Hotaling & Co.” This slightly less spicy expression will allow consumers to enjoy different levels of heat while providing a unique tequila experience in every sip.” (Source)
J.F. Haden’s Craft Liqueurs Introduces Key Lime Pie Créme Liqueur
J.F. Haden’s Craft Liqueurs announced the addition of a new Plant-Based Créme liqueur to its portfolio: Key Lime Pie. The new offering is crafted using real ingredients to produce natural spirits without any artificial colors or preservatives. Key Lime Pie delivers a blend of tartness and sweetness from juicy key limes, distilled and bottled in Florida by Tropical Distillers.
“Our team is excited to introduce Key Lime Pie Liqueur,” said CEO Buzzy Sklar. “We have created a truly exceptional liqueur that captures the spirit of the classic key lime pie, while also meeting the dietary preferences of our diverse consumer base. With its plant-based formulation and remarkable taste, we’re confident that Key Lime Pie will become a favorite among cocktail enthusiasts.” (Source)
Beverage alcohol product releases in June were highlighted by new limited edition releases and additions to existing collections. While tequila and other agave spirits have recently been the subcategory of choice for celebrity investment, June saw NBA star Steph Curry and artist Solange Knowles enter the whiskey segment. Monster Energy continued to make its mark in beverage alcohol, as well, with the announcement of a new hard tea. Below is Park Street’s full product release recap from June 2023.
June 2023 Alcohol Industry Launch Recap
Hardin’s Creek Has Debuted ‘The Kentucky Series’
James B. Beam Distilling Co. introduces its new Hardin’s Creek Kentucky Series, a lineup of three 17-year-old bourbon releases. Each expression in the series was laid down with the same mash bill at the same time seventeen years ago but aged at different campus locations. The Kentucky Series comprises Hardin’s Creek Clermont, Hardin’s Creek Frankfort, and Hardin’s Creek Boston. All three liquids are 55% ABV and will be sold for $169.99 in limited quantities this year, starting with Clermont on June 1st, Frankfort on August 1st, and Boston on September 1st.
“The Kentucky Series is a testament to the influence of location and how nature plays such a vital role in liquid maturation,” said Freddie Noe, Eighth Generation Master Distiller of the Fred B. Noe Distillery. “While these three bourbons were made with the same mash bill and aged in Kentucky, the micro-climates and environments at each location are distinctly different, which greatly impacts the taste of each product. As my Granddaddy Booker Noe said, ‘Set it and let nature take over.’” (Source)
Woodford Reserve Adding to its Master’s Collection
Woodford Reserve announced its latest addition of high-ABV barrel-proof whiskey to its Master Collections: Woodford Reserve Batch Proof. The Brown-Forman-owned brand’s new product features a 62% ABV and notes of nutty toasted almonds, cherry, and overripe banana, with hints of oak sprinkled with a citrus zest that evolves into lively pepper. Batch Proof Bourbon is rolling out in select U.S. and global markets and is offered for $129.99. (Source)
Crown Royal Introduced Golden Apple Aged 23 Years
Canadian whisky producer Crown Royal’s newest product, Crown Royal Golden Apple Aged 23 Years, will be hitting the shelves this June in partnership with artist Solange Knowles for Saint Heron. The new limited-time offering showcases the taste of golden, delicious apples paired with notes of creamy vanilla, toasted oak, and cinnamon. The whiskey blend has an ABV of 40% and will be sold at an SRP of $249.99 for a 750-mL bottle.
“This disruptive new liquid offering is a result of a shared commitment to innovation and creativity that speaks to our fans that have been patiently waiting for an evolution of Regal Apple,” says Hadley Schafer, Director of Crown Royal Whisky. “Launching a partnership with an artist like Solange Knowles brings the expertise of a leading whisky brand and the fresh perspective and vision of a creative trailblazer who routinely pushes artistic boundaries together in such an authentic manner. We are excited to continue creating tasteful, groundbreaking experiences following this launch.” (Source)
Laws Whiskey House to Introduce 7-Year Centennial Wheat
Laws Whiskey House announced the release of their Bond Centennial Straight Wheat Whiskey. The latest whiskey from Law is made of 100% soft white centennial wheat and aged for over four years in charred oak barrels that deliver notes of bitter orange peel, floral teas, and lush honey. The straight wheat whiskey was bottled in bond, meaning it used the grain of a single season and was bottled at 50% ABV and offered at a suggested retail price of $79.99. (Source)
Buffalo Trace Distillery Revealed Daniel Weller Bourbon
Buffalo Trace has introduced a new series of wheated bourbons: Daniel Weller Emmer Wheat. The new series is named after Daniel Weller — grandfather to William Larue Weller, who plans to release the Daniel Weller series every other year. The latest offering is made from a mash bill that uses Emmer wheat, and the tasting notes include orange zest, hazelnut, cinnamon, and caramel on the nose; oak, sweet honey, and orchard fruits on the palate; and an oaky finish with baking spice and leather. This is a limited-release bottle at 94 proof and comes in a clear 750-ml bottle with a compass stopper for $499.99.
“We began this experiment to see how one of the original, long-forgotten wheat strains would taste in our wheated bourbon,” said Buffalo Trace Master Distiller Harlen Wheatley. “We’ve found it offers just a slightly — yet delightfully — different taste that brings us into a new bourbon territory. It will taste like Weller, but with distinct, unique notes that make it stand apart from the other Weller whiskies we’ve released to date.” (Source)
Lobos 1707 Tequila Introduces Limited Añejo
Lobos 1707 Tequila & Mezcal continues to expand its portfolio, adding Lobos 1707 Añejo, a new limited-edition tequila. This latest offering is made of 100% Blue Weber Agave and is all-natural and gluten-free, with zero color or flavor additives. It gives a woody flavor profile with notes of walnuts, caramel, and vanilla. Lobos 1707 Añejo is aged for 12–18 months, bottled in a 700ml bottle with a unique bottle design, and will be sold for $99.99 in major retailers and restaurants in seven U.S. states. (Source)
NBA standout Stephen Curry is entering the spirits industry with the official release of Gentleman’s Cut Kentucky Straight Bourbon Whiskey at The Boone County Distilling Co. Aged five to seven years, this new whiskey expression was distilled in 500 copper pot stills and delivers a full-bodied palate and complex aromatic profile. Rolling out in a 750ml bottle and available for $79.99, the brand has partnered up with Southern Glazer’s Wine & Spirits for national distribution.
“Celebrations take on many different forms, from intimate gatherings to major milestones, and at the center of each memorable moment is a spirit rooted in history and tradition,” Curry said in a statement. “I’m proud to have helped carefully craft a new signature Kentucky Straight Bourbon, Gentleman’s Cut. This rich, complex, and bold bourbon is the perfect offering to commemorate life’s great occasions and will be part of a raised-glass toasting moment in the lives of my fans, friends, and family.” (Source)
Heaven’s Door Introduced Its 10YO Rye
American whiskey line Heaven’s Doors expands its Decade Series with its latest addition of 10-year-old straight rye whiskey. Heaven’s Door Decade Series Straight Rye Whiskey is made from a mash bill of 95% rye and 5% malted barley. This limited release is offered at select retailers nationwide for $99.99 per 750-ml bottle. bottle.
“We worked with dozens of carefully selected 10-year-aged whiskeys to arrive at a blend that is rich, full-bodied, and has a distinctive flavor profile,” said Alex Moore, Master Blender at Heaven’s Door Spirits. “With a deep amber hue from over a decade in the barrel, Decade Series II delivers a complex tasting experience with an array of flavors, culminating in a long and lingering finish. We’re thrilled with this exceptional straight rye as our second release in our Decade Series collection.” (Source)
Hudson Whiskey Releases A 5-Year-Old Bourbon
New York’s Hudson Whiskey has released its latest offering, a five-year-old Straight Bourbon Whiskey. The New York Straight Bourbon Whiskey 5-Year-Old will be the latest addition to Hudson Whiskey’s current portfolio. It is made from a mash bill of 95% corn and 5% malted barley from the Hudson Valley and features a buttery aroma of vanilla, citrus, and cornbread on the nose, with tastes of cashew butter and caramel on the palate. The Straight Bourbon Whiskey is 92 proof (46% ABV) and offered for $49.99 for a 750-ml bottle.
Brendan O’Rourke, Chief Distiller, said Hudson Whiskey’s genesis is rooted in distilling spirits as bold as New York, “and this limited release is a continuation of our experimentation with aged innovations, a celebration of how far we’ve come in the past 20 years since our founding. ”
Jill Palais, Senior Brand Manager for William Grant & Sons, said their Tuthilltown Distillery was the first New York distillery to open post-Prohibition, and now celebrating its 20th anniversary, Hudson Whiskey is set to release expressions that expand its aged portfolio. (Source)
Monster Energy Releasing “Nasty Beast” Hard Tea
Monster Energy is eyeing the release of a new RTD lineup of non-caffeinated hard teas this year, introducing a new sub-brand name “Nasty Beast”. This will consist of four to-be-announced flavors in standard 12-can variety packs and individual 23- to 24-ounce cans with 6 percent ABV tea. This will be the latest offering from Monster since they entered the alcohol industry last year but planned to market it separately from the California-based brand’s boozy products.
“Our intention is to launch the hard iced tea extension sub-brand under the Nasty Beast name,” Monster Energy co-CEO Rodney Sacks said in the shareholder meeting, per BBD. “We think that will give us a much better billboard effect. (Source)
Mergers and acquisition deals often make for good headlines, but taking a step back and looking at the sum of these deals often reveals larger insights into the state of beverage alcohol. This perspective can prove useful in helping brands shape their strategies.
In this Essential Talk, Ryan Lake, Managing Director at Arlington Capital Advisors, provides an overview of the current trends driving M&A activity in beverage-alcohol.
Lake closely examines the perspectives of strategic acquirers, offering insights into spirits categories, packaging types, and technologies driving the market. He highlights the types of deals that dominate investments, showcasing how some of the biggest deals in the past year fit into these different investment structures.
Additionally, Lake examines one of the most dominant forces in the M&A landscape: industry and category convergence. He explains why it’s suddenly become so attractive for major soda companies like Coca-Cola and Pepsi to enter the beverage-alcohol arena. You’ll also hear about how major suppliers have broken category norms in recent months to align with consumer trends.
Listeners will learn about the best ways to incorporate M&A trends into their own thinking. Lake offers brand owners his best practices for staying agile in an ever-changing market.
Episode Breakdown:
1:50 – Trending spirits categories driving M&A
4:05 – Trending packaging types and occasions driving M&A
5:55 – New technologies and innovations driving M&A
7:17 – Most common types of investments
9:15 – Industry convergence
10:40 – How brands can take advantage of M&A trends
Key Quote:
“If you’re not building your brand for where the consumer is going, you’re already getting left behind. Make sure you’re watching the trends: trends that go beyond spirits, beyond spirits-based RTDs, beyond beverage-alcohol even.”
In this episode you’ll hear from:
Ryan Lake, Managing Director, Arlington Capital Advisors
Product releases in May 2023 showcased a range of innovations in the beverage alcohol industry. The month featured crossovers between spirits categories and collaborations between established brands, celebrities, and more. The month was highlighted by Jim Beam’s entry into the American Single Malt Whiskey and Brad Pitt’s partnership with Tom Nichol to introduce The Gardener Gin. Below is Park Street’s full product release recap from May 2023.
May 2023 Alcohol Industry Launch Recap
Vizzy Hard Seltzer Introduces Orange Cream Pop Variety
Molson Coors-owned Vizzy Hard Seltzer unveiled its newest limited-edition flavor: Vizzy Orange Cream Pop Hard Seltzer, featuring an advertising campaign of “Flavor for Every Vibe”. The latest offering will be available nationwide for a limited time this summer and will be sold in 12 packs. It delivers a creamy orange-and-vanilla aroma with 4.5% ABV and contains 90 calories, 1 gram of carbs, and 1 gram of sugar.
“Our new campaign embodies everything drinkers love about Vizzy — we bring bold flavor for every vibe and turn up the volume, no matter the occasion,” said Joy Ghosh, VP of Above Premium Flavor at Molson Coors. “From the cool flavor and nostalgic vibe of Orange Cream Pop Hard Seltzer to our bold new ads and refreshed packs, this will be Vizzy’s biggest summer yet.” (Source)
Absolut Reveals New U.S. Collaboration with Ocean Spray
Pernod Ricard‘s Absolut has teamed up with Ocean Spray to launch a new RTD line in early 2024: Absolut Vodka and Ocean Spray Vodka-Cranberry Range. A mixture of Absolut’s classic vodka and Ocean Spray’s real cranberry juice, sparkling water, and other natural flavors. The new RTD cocktails are expected to have a variety of 8-packs of four sparkling combinations, two 4-packs, and single cans.
“Absolut and Cranberry Juice are among the most popular drinks with our consumers4 and now we are making it easier than ever with two powerhouse brands coming together,” said Reshma Dhati, Senior Brand Director of Marketing at Absolut. “We’re making delicious, quality drinks that are hassle-free so hosts can relax and enjoy the moment, while also making them easy to enjoy on-the-go.” (Source)
Modelo recently introduced Modelo Spiked Aguas Frescas, its newest line of spiked malt beverages, in the Las Vegas market. The brand’s latest beverage innovation is inspired by the fruit-forward taste of aguas frescas found in Mexican street markets. It comes in four different flavors: Modelo Spiked Aguas Frescas Piña (Pineapple), Modelo Spiked Aguas Frescas Flor de Jamaica (Hibiscus), Modelo Spiked Aguas Frescas Sandía (Watermelon), and Modelo Spiked Aguas Frescas Pepino y Limón (Cucumber-Lime). Each contains 171–197 calories, less than 0.5% carbonation, 20–25 grams of sugar, and all are 4.5% ABV. The brand continues to push the boundaries of product innovation in the beverage industry and plans for a national expansion in the future. (Source)
Patrón Announces New Line Of Ahumado Tequilas
Patrón has recently released two new smoky tequila expressions: the Ahumado Silver and Ahumado Reposado. The new offerings are made from agave piñas roasted in small batches with mesquite charcoal for a week, then crushed with a 100% tahona wheel distillation process. At $70 for 750ml, Patrón Ahumado Silver is 40% ABV with smoky and natural sweetness, balanced by notes of spices, black pepper, and cooked agave. On the other hand, Patrón Ahumado Reposado is 41% ABV and delivers a sweet and woody taste with notes of black pepper and hints of vanilla and caramel; both expressions are limited to select markets. (Source)
Brad Pitt Partners with Top Distiller For New Gin Launch
Brad Pitt teamed up with the Perrin family and distiller Tom Nichol to launch The Gardener Gin. The gin was officially launched to the public at the reopening of the Carlton Hotel during the Cannes Film Festival. It features pink grapefruit, lemon, and orange, heavily emphasizing fresh citrus notes to accompany classic botanicals. The citrus pairs well with aromas of blackcurrant, mint, and juniper, per the brand’s tasting notes. (Source)
Bacardi Introduces Mango Chile Rum
Bacardi Rum continues to widen its presence and recently made the U.S. debut of its latest rum expression, Bacardi Mango Chile. The new flavored rum expression blends natural mango extracts, chili spice, and white rum. It is offered at $12.99 for a standard 750ml bottle and can be served in a 1.5-oz. shot glass. The new SKU is available today at nationwide liquor stores, bars, and restaurants.
“We’re so thrilled to bring Mango Chile to the U.S., especially after its knockout launch year in Mexico, which led Bacardi to become the top-selling flavored spirits portfolio in the country,” said Maria Galis, Bacardi’s Global Innovations Director. “As a leader in the rum category, we’re always looking to push the boundaries of what our rum can do. The sweet and spicy mixture of Mango Chile is the perfect flavor expression for summer, especially as an easy-to-drink chilled shot. It’s smooth, crisp, and tastes like it came straight from your local fruit cart.” (Source)
Los Magos Reveals Special Edition Sotol Aged in WhistlePig Rye Barrels
Los Magos announced a collaboration with the Vermont-based spirits brand WhistlePig to debut Los Magos Barrel-Aged Sotol WhistlePig Edition #1 in the U.S. market. The new offering is a limited-edition sotol that showcases an expertise in aging that eventually develops the spirit of the desert and the richness of rye whiskey.
“We at Los Magos take great pride in partnering with a brand as influential and inspiring as WhistlePig. The results of this collaboration truly surpassed our expectations. While aging tequila is nothing new, it is not a practice seen in the other spirits like sotol,” noted Los Magos’ CEO Ryan Stock.
“We are discovering that because of the bold spirit profile paired with the aging conditions in the high desert, sotol ages much better than its agave counterparts that can often lose a lot of the original spirit profile when laid down in a barrel. Los Magos Barrel-Aged Sotol WhistlePig Edition #1 sets a new standard by uncovering the newly discovered opportunities for aging sotol,” added Stock. (Source)
Westward Whiskey Introduces Two Malts Rye
Westward Whiskey has announced its second edition of Westward Whiskey’s Two Malt Rye. This is part of Westward’s ‘Two Malts’ innovation series, with the first edition officially offered back in 2019. This year’s release is a 45% ABV (90 proof) that features a mash bill of 12% malted rye and 88% Pacific Northwest-grown and malted barley. Offered at $99.95 for a 750mL bottle, it is now available for pre-order for Westward Whiskey Club members only. (Source)
Cardi B Drops Limited-Edition Whipshots Lime
In collaboration with Starco Brands, Cardi B is releasing her Whipshots limited-edition lime flavor. This is the latest release flavor of the vodka-infused whipped cream product, joining the existing line-up of vanilla, mocha, and caramel flavors. It will be available for a limited time in retail stores across 25 U.S. states and online starting in mid-June.
“We are thrilled to dive headfirst into the ‘Summer of Whipshots’ with Lime as the latest flavor in our Whipshots family,” Ross Sklar, CEO of Starco Brands said in a statement. “Having recently surpassed two million cans sold, Whipshots continues to offer consumers a fun and innovative way to celebrate all year.” (Source)
Beam Introduces Its First American Single Malt Whiskey: Clermont Steep
Jim Beam Distilling Co. has introduced its first American Single Malt Whiskey, Clermont Steep, marking the brand’s entrance into the American Single Malt Whiskey category. The five-year-old liquid, distilled and aged in Clermont, Kentucky, delivers warm toffee sweetness on the palate without overshadowing American barley’s unique, bready taste. The new product is available in select states in the U.S. and ReserveBar in early June for an SRP of $60.
“As a new venture, crafting Clermont Steep has been one of the toughest challenges I have ever faced in the distillery, and I am incredibly proud of where we’ve landed,” said Freddie Noe, 8th Generation Master Distiller. “This American Single Malt Whiskey is smooth, sweet and incredibly balanced, and it deserves a spot on any whiskey lover’s bar cart, right alongside their bourbons and ryes.” (Source)
*This article was originally released in May 2021 and updated with additional material in May 2023
As consumers around the world were stuck in their homes for months on end in 2020, the ready-to-drink cocktail category (RTD) soared as consumers looked for ways to still enjoy bar-quality cocktails. And while most spirits categories have begun to slow the pace of growth compared to the peak pandemic period, RTD beverages have continued to move the needle forward.
RTDs have been the fastest growing spirits category since the start of the pandemic. In 2021, the category added almost 4 million cases year-over-year for a 36% jump in total volumes according to the Beverage Information and Insights Group. In 2021 California, Texas and Florida were the top markets for the ready-to-drink category, respectively. Rhode Island saw the biggest increase in RTD volumes of any state in 2021, rising 133%.
Between October 2021 and June 2022, NielsenIQ found that spirits-based RTD seltzers saw a dollar growth increase of 73% while RTD cocktails saw a 61% increase by the same metric. Within the total spirits category RTDs take up a 6.2% share, making it the fourth largest segment behind whiskey, vodka, and tequila.
The popularity of the RTD category is reflected in retail channels, as well. In a recent study, Nielsen IQ examined the value and volume differentials for beverage alcohol categories in the off-premise channel. A snapshot of spirits’ performance in this channel indicates that the category’s value was up 1.6% and volumes were up 3.6% in the 52 weeks ending on March 18th, 2023, but without the influence of RTDs over this period the value and volume of spirits drop to -0.7% and -3.1% respectively. At retail, RTDs are now a key accelerator of spirits growth, helping boost the category’s performance.
Access to spirits-based canned cocktails is growing as well, with many states expanding their access at retail to align with beer and wine-based ready-to-drink beverages. So whether you’re thinking about extending your existing brand to include a ready-to-drink product or launching an entirely new one, here is the best advice from our experts on Park Street University.
How Consumers Are Shopping the Ready-to-Drink Category
Understanding how consumers interact with ready-to-drink alcoholic beverage products is a great starting point for launching an RTD.
The overall RTD category now accounts for 20% of all beverage alcohol occasions. Within the category seltzers represent the lions share of occasions for RTD beverages at around 65%, according to NielsenIQ. Meanwhile, prepared or pre-mixed cocktails are taking more and more share from seltzers and currently take up 35% of occasions.
Pre-mixed cocktails remain unique in that the timing of their consumption tends to skew towards later in the day or early evening while other varieties have an earlier start time. Pre-mixed cocktails also tend to peak on Saturdays while other categories are more popular on Fridays. NielsenIQ also reports that prepared cocktail RTDs have the highest share of occasions consumed with a significant other compared to other RTD categories at 44%
L.A.-based Greenbar Distillery’s decision to launch an RTD was born of a failed attempt to use cocktail-making classes to increase bottle sales.
“It finally dawned on us that people love to drink, they just hate to make that drink,” says Melkon Khosrovian, CEO of Greenbar Distillery. “The re-revolution that took place 20 years ago to reintroduce high-quality cocktails to the public—first through speakeasies and then mixology bars, and pretty much now any corner bar—stops more or less for most people at the home. They’re too tired, too busy, or too challenged to make those drinks at home.”
Considerations for Launching a Ready-to-Drink Product
Adding an RTD is a major commitment for wine and spirits producers and much more is involved than simply a line extension or a new category, according to Mark Shilling, a partner at Big Thirst Consulting and former president of the American Craft Spirits Association. Wineries and distilleries have plenty of stills and tanks, but additional equipment such as brite tanks, brew kettles, a commercial juicer, pasteurization system, or a canning line may be necessary to produce a ready-to-drink cocktail.
Similarly, there are new production techniques that will come along with the creation of an RTD you intend to scale, including getting the carbonation and mixology correctly. Brewers are familiar with ways to control diastaticus, a brewer’s yeast that can cause a can to explode if not controlled properly, but it’s not typically something a distillery would come into contact with.
“It’s not something you can decide to do at a small scale and play around with it a little bit. Everything about this is like creating an entirely new business.” says Shilling.
In 2018, Cardinal Spirits launched a canned cocktail line inspired by the most popular cocktails in its tasting room. Unlike with 750ml bottles or cocktails, cans can travel with consumers and are more likely to be photographed on social media at the pool, at a party, on a hike etc.
“Our fans are now our brand ambassadors, effortlessly helping tell our story and sharing images of our cans,” says Erica Sagon, the Director of Communications for Cardinal Spirits. By 2020 the RTD offering was the distillery’s No. 1 product by volume.
Britt West, Vice President of Spirits at E&J Gallo, suggests that brands have very clear consumer targets making the case for brands to launch focused tests in target markets much like White Claw did in its early stages. West also highlighted that pushing the inherent quality advantage of spirits based RTDs and making sure to differentiate its offerings were key to brand success in the category.
However, proliferation of RTDs in the marketplace has been accompanied by increased scrutiny about how these products are being marketed. Many companies are capitalizing on the consumer-driven health and wellness movement by incorporating “better-for-you” claims in their packaging. But according to Heather Boyd, Managing Director of US RTD at Beam Suntory, incorrectly labeling RTDs can expose brands to potential litigation.
Boyd recommends that brands use realistic claims on any product containing beverage alcohol. Boyd suggests that RTD brands limit the amount of claims on their packaging, stay on top of litigation trends, and consider their own risk tolerance.
For Beam Suntory, Boyd shares that a robust approach to transparency has helped the drinks-giant navigate the regulatory pressures around RTDs. The company has set up a website to display all nutritional information on their products to help consumers understand exactly what they are drinking. They’ve also partnered with industry groups like DISCUS and NABCA to bring awareness to the importance of transparency.
Leverage Your Successes to Create More Opportunities
LIQS, a premium shot RTD that launched in 2014 and sold to E&J Gallo in 2021, grew its brand by owning the festival circuit. Instead of paying expensive sponsorship fees at festivals, LIQS was able to get into events through concession sales where they sell thousands of individual shots per event. “Always, always try to speak to the beverage buyer and the concessionaire, not brand partnerships because their first question is ‘What’s your budget,’” says LIQS Founder Michael Glickman.
Following one of the brand’s first festivals, the LIQS team brought in a professional photographer and made a book that detailed the margins and sales potential festival partners could make if they brought in LIQS.
“The point of this is… leverage relevant success to build up case studies to create more opportunities,” says Glickman. “Fast forward six months after we did our first festival, we had 20 festivals under our belt and it almost became a no-brainer. Whoever didn’t say yes to us, you’re an idiot.
