February was a big month for RTDs as new products hit the market, highlighted by the rollout of Hard Mtn Dew. We also saw plenty of representation among whiskeys and tequilas among product launches. Below is a recap of Park Street’s comprehensive list of product launches for February 2022.
In what has accumulated a “cult following” in recent years, Woodford Reserve announced this year’s release of its annual Double Double Oaked Bourbon. By taking their Double Oaked selection and aging it for an additional year in a heavily toasted, lightly charred new oak barrel, the bourbon gets a distinct spicy quality.
For the first time, the release is accompanied by a national sweepstakes which will give consumers the chance to get their hands on the Double Double Oak bottles only sold at Kentucky-based retailers. The bourbon comes in at 90.4 proof and is priced at $49.99 per 375ml bottle.
Beam Suntory’s Tres Generaciones Tequila has unveiled an Anejo Cristalino ultra-premium selection. The tequila is available at retailers across the country for $64.99 in a 750mL bottle.
“Cristalino tequila is the fastest-growing sub-category in the market,” said Rashidi Hodari, Managing Director Tequila at Beam Suntory.
NBA star Lebron James continues to champion his 2020 investment in Lobos 1707 Tequila with their release of a new Extra Anejo Tequila.
The bottle is larger than their previous offerings and has the Lobos 1707 molded into the glass. This product is available through Reserve Bar, and retails for $159 per 750ml, while the Reposado and Joven expressions are priced at $49 and $45 respectively. Lobos 1707 Mezcal Artesanal is priced at $55 per 750ml.
Hennessy Cognac, owned by LVMH, has released a VSOP limited edition bottle with Colombian singer Maluma. The partnership marks the first time the French distiller has teamed up with a recording artist to release a limited edition Cognac.
“Hennessy has a long history of championing and celebrating those who push the limits of potential, and Maluma’s journey is the perfect personification of our brand ethos,” said Jasmin Allen, senior vice-president, Hennessy US. The limited-edition release is available for purchase at $65 a bottle with a collectible bottle version accessible through ReserveBar in all 50 states.
Tequila Avion has released the newest addition to its reserve range: Avion Reserva Cristalino. The tequila goes through a double charcoal filtration process to yield a crystal clear liquid that retains its barrel-aged aromatic qualities. The premium tequila is available at US retailers for $145 a bottle and online through Drizly and ReserveBar.
“I am proud of what we created together: a Cristalino with age and complexity, balance and nuance, but one that is a tequila first – showcasing our beloved agave,” said Virginia Miller, the tequila’s liquid design partner.
Bud Light has taken advantage of the growing low and no trend by launching their first zero carb beer, Bud Light NEXT. The can features a tall, slender look, containing 80 calories and clocking in at 4% AVB. The low-carb beer will retail in 12 packs for $15.99 and will be sold anywhere you can find Bud Light.
The release coincides with the company’s first NFT campaign as well, the Bud Light N3XT Collection. “As we usher in a new era of beer with the launch of Bud Light NEXT, we’re simultaneously seeing a revolutionary shift in the way brands engage with people on the internet,” says Corey Brown, sr. digital director for Bud Light.
High West Distillery has come out with its newest offering: Bourye Whiskey. Exclusively sold in Utah, the blended whisky is aged for a minimum of 10 years and has tasting notes of blood orange and salted caramel. Containing 46% AVB, Bourye whisky is priced at $79.99 a bottle and is available at liquor stores across Utah.
“This year’s label release lands just ahead of the 2022 Olympic Games, and we are excited to celebrate the 20th anniversary of Utah’s Olympic legacy with whiskey in hand” noted High West Master Distiller Brendan Coyle.
In what continues to be a strong period of growth for Aperitivos, Italian producer Martini & Rossi rolled out a new line of non-alcoholic aperitivos. The line includes two new offerings; Floreale, characterized by a botanical flavor profile, and a fruity expression called Vibrante. Both options have less than 5% AVB and retail in 750mL formats at 19.99 a bottle. Martini & Rossi Vibrante is currently available in Illinois, Washington, California, Arizona, Washington DC, and Europe.
More people are introducing moderation into their lifestyle and finding new ways to host and celebrate with friends, while also adopting a more mindful approach to spirits. These options are the perfect addition to any cocktail lover’s drinks cabinet and something that everyone can enjoy.”
Hard seltzer giant White Claw has added to its existing selections with the release of Passion Fruit. Containing 100 calories with an ABV of 5%, the gluten-free seltzer will replace Mango in the White Claw Variety Pack and retail at $15.99.
In the fourth addition to Crown Royal’s growing canned cocktail lineup, the Canadian whisky maker released a limited edition Whiskey Lemonade. Marketed to complement the incoming warm weather, the RTD cocktail is 7% AVB and retails in 4packs at $14.99.
The offering coincides with the established success of lemonade varieties in canned cocktails.“The new Whisky Lemonade flavor is the latest innovation that fuses a familiar summertime staple with the boldness of our whisky, providing a fresh take on ready-to-drink cocktails” commented Crown Royal Vice President Nicky Heckles.
In collaboration with Boston Beer Company, PepsiCo. continued its rollout of canned alcoholic beverages with the addition of Baja Blast to the HARD MTN DEW lineup. Currently limited to Florida, Tennessee, and Iowa for purchase, the canned beverages contain 100 calories with 5% AVB and will retail in both 24-ounce single can and 12 ounces, twelve can pack formats.
“Originally intended to be a mixer for alcoholic spirits when MTN DEW was created more than 80 years ago, the brand is returning to its roots in one of the first alcoholic versions of a major soft drink,” Boston Beer Company wrote in a press release.
Old Forester Distilling Co. debuted a limited edition 1910 Extra Old, an expression that ages their standard Old Fine Whisky in a second barrel for 18 months. This is the third installment in the distiller’s ‘The 117 Series’ and pays tribute to a 1910 bottling line fire that caused the producer to age their ready-to-be-bottled whisky in a secondary barrel. The result is a rich bourbon with distinct caramel notes.
1910 Extra Old will be available in the Old Forester retail shop, other select Kentucky-based retailers, and select states for direct-to-consumer sales. The bottle is 93 proof and sells at $49.99.
Craft beer company SouthNorte Brands has entered the ready-to-drink space with their rollout of an RTD lineup. The lineup includes three tequila-based cocktails; the Paloma, Matador, and Mexican Mule which look to celebrate the essence of Mexican culture. The three ultra-premium RTDs come in 12oz, six-pack formats and contain 7% AVB. The Canned cocktails are expected to hit shelves across the U.S. this spring.
“Ready to drink cocktails are capturing consumers’ hearts and interest, as such, we expect there to be explosive growth in the category. This parallels the increased consumer demand for Tequilas, Tequila-based cocktails, and all things authentically Mexican,” said John Gallegos, founding partner and majority owner of SouthNorte Brands.