*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.
The beverage alcohol industry continued to innovate, with the latest product releases in April featuring unique flavor combinations and new packaging formats. Grey Goose was among the highlights with the launched of its Classic Martini Cocktail, a ready-to-drink martini made with Grey Goose vodka, dry French vermouth, and a dash of orange bitters. Patrón also continued to expand its portfolio with El Cielo Tequila, a four-times-distilled tequila. Meanwhile, rapper Nelly has launched his moonshine brand, MoShine, which comes in peach and passion fruit flavors. Below is Park Street’s full product release recap from April 2023.
April 2023 Alcohol Industry Launch Recap
Crown Royal Introduces Final Noble Collection Expression
Crown Royal has released the newest and final addition to the brand’s annual limited-release collection. The Crown Royal Noble Collection: Barley Edition will be available for a limited time at a suggested retail price of $79.99 for a 750-ml. bottle. The 90-proof Barley Edition is a blend of whiskies distilled from unmalted and malted barley grains and delivers an aroma of vanilla and green apple.
“The final release of our Noble Collection puts a bow on our roster of whiskies that have pushed boundaries while honoring our roots and tradition,” says Hadley Schafer, Director at Crown Royal. “We’re excited for consumers to round out their collection with this incredibly robust liquid and raise a glass to the final iteration of the long-standing series.” (Source)
Grey Goose Reveals a Ready-to-Drink Martini
Grey Goose has introduced its newest innovation, a ready-to-serve martini cocktail in a bottle: the Grey Goose Classic Martini Cocktail. The ready-to-drink martini contains three main ingredients: Grey Goose vodka, dry French vermouth, and a dash of orange bitters. The new SKUs are available from retailers nationwide and on GreyGoose.com, with a suggested retail price of $16.99 for 375ml bottles and $29.99 for 750ml sizes. Each 750ml bottle contains eight to ten servings. Consumers can also purchase the Grey Goose Classic Martini Cocktail Kit at GreyGoose.com, which features a 375ml Classic Martini Cocktail bottle and two branded martini cocktail glasses ($27.99).
“There is a strong demand to enjoy martini cocktails at home, but because of its cultural iconography, many drinkers find the cocktail too mysterious or difficult to ‘perfect’ themselves. Similarly, we know home entertainers are often looking to serve martinis at their gatherings but find the batching process too fussy,” Aleco Azqueta, Vice President of Marketing, said. “We knew we had to bottle the perfect Grey Goose martini cocktail that guaranteed a smooth, well-balanced pour every time.” (Source)
In partnership with CAnE Collective, Sagamore Spirit has announced its newest canned cocktail release since 2022: Sagamore Spirit’s Orange Crush Canned Cocktail. The 8% ABV beverage is made with orange juice, lemon juice, lime juice, and natural orange flavor, paired with the distiller’s straight rye whiskey. The RTDs will feature three flavors: pineapple ryegarita, honey paloma, and lemon tea fizz, as well as exclusive canned cocktail flavors available at Sagamore Spirit’s Baltimore distillery, such as Ginger & Rye and Night Brunch Punch. The 4-packs of Orange Crush Canned Cocktail will be available nationally, with a suggested retail price of $14.99.
“We welcomed the challenge of creating something with our rye whiskey that is both new and familiar at the same time,” noted Ryan Norwood, VP of Distillery Operations at Sagamore Spirit. “The Orange Crush cocktail was a natural choice to translate to cans not only because it originated in our home state, but also because of how well the citrus and honey notes hold up to our rye whiskey. It’s a genuine taste of Maryland summer.” (Source)
Entertainment icon and hip-hop artist Nelly has launched his new moonshine brand. The new brand has been developed in collaboration with Piedmont Distillers and comes in peach and passion fruit flavors. MoShine, a 60-proof spirit available in both 50ml and 750ml packaging, can be ordered online at DrinkMoShine.com and was first revealed at last week’s WSWA Access Live after Nelly performed a set of his biggest chart-topping hits. “I’m taking a country tradition and mixing it up for everyone to enjoy,” Nelly said. (Source)
Glenfiddich Single Malt Scotch Whisky Introduces Grand Yozakura
Glenfiddich announced its latest addition to its Glenfiddich Grand Series: Grand Yozakura. This is the first single-malt Scotch whisky to be finished in rare Japanese Awamori casks. Grand Yozakura has a 45.1% ABV and is available in very limited quantities at high-end retail and on-premise accounts in the U.S. with a suggested retail price of $1,999.
“We are always looking to experiment with new finishes, so when the chance arose to acquire rare Awamori casks, we saw an opportunity to push the boundaries and experiment with this highly unusual spirit,” said Brian Kinsman, Malt Master, Glenfiddich. “This is the first time that single malt Scotch whisky has been finished in these rare casks. We always learn something new when we lead with innovation, so taking a risk is worth it, and in the case of Awamori, we trialed a very small number of casks at a younger age.” (Source)
Nikka Whisky’s Yoichi Single Malt 10-Year-Old Hits Shelves
Nikka Whisky has announced the return of its age statements to its U.S. portfolio with the introduction of Yoichi Single Malt 10-Year-Old. The 90-proof Yoichi Single Malt 10-Year-Old highlights the distinctive characteristics of the Yoichi distillery, one of Nikka’s distilleries. It will be available ongoing, with limited quantities released annually. The suggested retail price is $175 per 750-ml bottle.
“A momentous moment for Nikka Whisky, we are so excited to bring the release of Yoichi Single Malt 10-Year-Old to the U.S.,” explained Hotaling & Co. CEO and President Dan Leese. “As Nikka Whisky looks to celebrate its 90th anniversary in 2024, this release is a testament to their historical significance in the world of whisky and a preview of what’s to come as they continue to build and enrich their traditional range.” (Source)
Patrón Announces Launch of El Cielo Tequila
Patrón continues to expand its portfolio with its new release, El Cielo Tequila, a four-times-distilled tequila. The newest tequila addition is made from Weber Blue agave and has citrus notes that carry sweetness on the palate. Patrón El Cielo is available nationally for the suggested retail price of $129 per 750-ml bottle.
“For the first time ever, we developed a prestige tequila with a fourth distillation — a process that is extremely rare within the industry — using the smallest copper pot still at Hacienda Patrón,” said David Rodriguez, Patrón Master Distiller. “While adding another stage of distillation is commonly misconceived as a culprit for diluting flavor, that was not the case for Patrón El Cielo.” (Source)
The Kraken Rum Introduces A New Gold Spiced Rum
Proximo Spirits-owned Kraken Rum has unveiled its newest release, The Kraken Gold Spiced Rum. This marks the brand’s entrance into the gold-spiced rum category. The new offering has a 35% ABV and is sold nationwide at an SRP of $21.99 per 750ml. It is also available in 1L and 1.75L bottles. The Kraken Gold Spiced Rum delivers notes of caramel, oak, and banana bread on the nose. Flavors of molasses and dark spice fade into caramelized sugar, with a slight finish of toasted oak and vanilla.
“As gold-spiced rum occasions are now the highest among the rum category, we are proud to introduce this new offering from The Kraken, with a flavor profile all its own,” said Lander Otegui, Senior Vice President of Marketing at Proximo Spirits. “We are confident that this product will be the new gold standard in spiced rum thanks to its superb taste that we know matches what our consumers are looking for.” (Source)
Bardstown Bourbon Announces Collab with Foursquare Rum
Bardstown Bourbon Company’s newest SKU features a collaboration with Foursquare Rum. The new release is a blend of 7-year-old straight rye and 17-year-old bourbon finished in Foursquare Barbados Rum barrels. The Foursquare Rum Collaborative Series is presented at 107 proof (53.5% ABV) and offered at an SRP of $159.99. Roughly 3,000 9L cases of the finished bourbon will be available through the Bardstown Bourbon Co. gift shop, at retailers in 24 states, and online at Seelbachs.com.
“Foursquare Rum and Bardstown Bourbon Company are trailblazers of transparency in spirits,” said Dan Callaway, VP of Product Development for Bardstown Bourbon Co. “This collaboration celebrates our shared value of connecting people with our authentic process, liquid content, and provenance.” (Source)
Angry Orchard Introduces New Blueberry Rosé Hard Cider
Angry Orchard just added its brand new addition, Blueberry Rosé Hard Cider, to its portfolio. At 6% ABV, Blueberry Rosé features a curated blend of 10 traditional bittersweet and culinary apples that are balanced with real blueberry juice to create a bright, apple-forward cider with subtle blueberry notes and a ruby red hue.
Angry Orchard Blueberry Rosé is available nationwide in the new Sunny Sessions Variety Pack for a limited time only. Within the new summer pack, Blueberry Rosé is featured alongside Angry Orchard’s flagship Crisp Apple, juicy pineapple-leaning Tropical, and slightly tart Green Apple. Blueberry Rosé is also available at theAngry Orchard in New York’s Hudson Valley, home to the brand’s 100-year-old apple orchard and cider house.
“As our trees start to bloom and the colors of Blueberry Rosé naturally begin to pop throughout the Orchard, reaching for something refreshing and fruit-forward just feels right,” said Joe Gaynor, Cider Maker for Angry Orchard. “An evolution of our Rosé that we first tested at the Orchard before taking it nationally years ago, Blueberry Rosé is another great example of a cider that started as a small innovation here at the Cider House then grew into something all Angry Orchard fans can pick up this summer.” (Source)
Boston Beer Company Reveals Slingers Signature Cocktails
Boston Beer Company released anew line of malt-based cocktail-style drinks: Slingers Signature Cocktails. The new line will introduce three different flavors: Bahama Mama, Peach Screwdriver, and Pineapple Punch, which come in an 8% ABV 24-oz. can. Slingers will distribute regionally before considering the possibility of a national footprint.
“With its strong points of difference, relatable brand ethos, and malt-based recipe, we really feel like we’ve got a winner in Slingers,” said Andrea Desaulniers, Manager of Innovation at Boston Beer. “And the brand’s physical attributes — a convenient, single-serve package with a higher-than-average ABV and eye-catching graphics — make it especially suited for the convenience store class-of-trade. So, we’re doubling down and stacking our chips there!” (Source)
Product releases in March were highlighted by crossovers from hard seltzer brands into new spirits categories. White Claw rolled out a new line of premium vodkas to go along with a vodka-based RTD collection, while High Noon added a line of tequila-based RTDs to their portfolio. March also brought another non-traditional crossover into beverage-alcohol with the launch of a vodka-based hard seltzer from SunnyD. Below is Park Street’s full product release recap from March 2023.
March 2023 Alcohol Industry Launch Recap
High Noon Launches Tequila Seltzer
E&J Gallo-owned High Noon has crossed over into the tequila category with news that the brand is releasing High Noon Tequila Seltzer. This marks the brand’s first departure from vodka into other spirits. The new tequila seltzers will debut in four varieties: Lime, Grapefruit, Passionfruit, and Strawberry. Each can contains 100 calories, is gluten-free, and has no added sugars. The new seltzers will feature in 8-pack formats for a suggested retail price of $21.99.
“Tequila continues to gain momentum and is one of the fastest-growing spirits in the market. We saw an opportunity to expand our offering and bring tequila fans a hard seltzer we know they’ll love,” noted Britt West, SVP & General Manager of Spirit of Gallo. (Source)
SunnyD Introduces Hard Seltzer
Harvest Hill Beverage Company has introduced its brand-new hard seltzer: SunnyD Vodka Seltzer. This marks the brand’s first entrance into the beverage-alcohol market. The new product is now available in select Walmart stores. The new 4.5% ABV vodka seltzer comes in a four-pack of 12 oz. slim cans with a suggested retail price of $9.99. Each contains 95 calories, is made of real fruit juice, and has no added sugar.
“SunnyD is a powerful brand, the most boldly unique orange drink on the planet. Consumers are passionate about this iconic brand, rooted in nostalgia but with a taste that resonates today. Many have told us that they enjoy SunnyD as a mixer and asked for this product. So, we looked at the hard seltzer category and thought, good, but we can do better. And SunnyD Vodka Seltzer was born,” shared Ilene Bergenfeld, Chief Marketing Officer of Harvest Hill Beverage Company. (Source)
Jim Beam Releases New RTD Kentucky Coolers
Jim Beam, in partnership with The Boston Beer Company, has announced the release of a new line of RTDs inspired by Kentucky culture: Jim Beam Kentucky Coolers. This is the second Jim Beam RTD release since 2021. The new line includes Black Cherry Lemonade, Citrus Punch, Strawberry Punch, and Sweet Tea Lemonade. The 5% ABV coolers, each with 120 calories, will be available in a 12-can variety pack for a suggested retail price of $16.99, single-flavor six-packs for $9.99, and single cans sold for $3.49. The ready-to-drink cocktails are now available nationwide.
“Jim Beam has always aimed to offer consumers the perfect occasion to bring people together. We wanted to infuse this spirit into Jim Beam Kentucky Coolers,” says Heather Boyd, Beam Suntory, Managing Director of RTDs, North America. “We are proud to have created a product that directly addresses what consumers are looking for in the RTD market: a full-flavored beverage at 120 calories. With the launch of Kentucky Coolers, we are looking forward to bringing the powerful connecting force of cracking open a crisp and cool beverage with friends to all.” (Source)
OTR Introduces The First Midori Sour RTD
On the Rocks Premium Cocktails has released the first-ever Midori Sour ready-to-drink cocktail offered in a ready-to-serve bottle format. The cocktail is made with Midori; it features the juice of two different Japanese melons, but it’s also got both lime and lemon juices, with a balanced and appropriate amount of sweetener. The cocktail comes in 375 ml and 200 ml sizes, and it retails for $12.99 or $7.99. It will be available beginning in April in select markets nationwide for a limited time.
“We’re seeing a real resurgence with 80s pop culture,” says Rocco Milano, Co-Founder and Global Brand Ambassador for OTR. “What’s old is new again.” (Source)
Barmen 1873 is First Bourbon from Coors
Coors Whiskey Co., a Molson Coors Beverage Company subsidiary, has announced the release of its very first bourbon, Barmen 1873. The 92-proof Kentucky bourbon will join Five Trail Blended American Whiskey, making it the second whiskey in the company’s portfolio since 2021. Barmen 1873 is a blend of two bourbons with a flavor profile of caramel, vanilla, toffee, dark chocolate, coffee, and grilled peaches. It finishes with notes of ginger, cinnamon, and baking spice. The new Molson Coors bourbon will be available in 13 U.S. states for a suggested price of $39.99 to $42.99 per 750-ml bottle.
“We’re meticulous about quality, and Barmen 1873 reflects the care we put into each one of our blends,” says David Coors. “Barmen plays in the space of sweetness on the front and a long, lingering spice finish on the end, and it’s available at an approachable price point for bourbon fans.” (Source)
Sonoma-Cutrer announced the addition of a new sustainable-certified wine to its portfolio: 2022 Rosé of Pinot Noir. The 11.9% ABV rosé wine delivers aromas of tangerine, wild strawberry, raspberry, a light touch of watermelon, and perfumed rose petals. Its fresh fruit flavor with flavors of red berry fruit and tropical notes leads into a juicy, tangy finish. 2022 Rosé of Pinot Noir is available nationwide and online for a suggested retail price of $19.99 per 750-ml bottle.
“Though the first three months of the year were some of the driest on record, Sonoma County had perfect spring and summer seasons and a beautiful August,” says Director of Winemaking Mick Schroeter. “The fruit gave us just perfect flavors and acidity for this Rosé of Pinot Noir vintage.” (Source)
Introducing Astral Tequila Reposado and Añejo
Astral Tequila has unveiled two new tequilas for the spring equinox celebration: Astral Tequila Reposado and Astral Tequila Añejo. Both spirits are crafted with 100% blue weber agave. The reposado is subtly sweet yet rich tasting with agave, caramel, and oak notes, while the Añejo has warm notes of vanilla, oak, and butterscotch. The offerings are available in California, Florida, Texas, Illinois, New York, South Carolina, Michigan, Ohio, and Virginia and online for $27.99 and $34.99 a bottle.
“We’re thrilled to announce the addition of Astral Tequila Reposado and Añejo to our portfolio, providing more ways to brighten cocktails while honoring our traditional distilling process to create quality, smoother-tasting tequilas,” said Christina Choi, senior vice president of tequila at Diageo North America, in a statement. “These new variants also support our mission to uplift communities in Jalisco, Mexico by creating more bricks through our sustainability initiative, the Adobe Brick Project.” (Source)
White Claw Creates New Vodka Line
White Claw has crossed over into the spirits category with the release of a new vodka line. White Claw Premium Vodka is made with 100% American grain and distilled 5 times in column stills. The line will appear in three varieties: Mango, Pineapple, and Black Cherry. The brand is describing its new filtration process as “Triple Wave Filtered” as it uses activated carbon from charred coconut shells. The flavor profiles contain notes of citrus and grain with a smooth finish. The vodkas will appear in 1L, 750mL, and 50mL formats. The release is accompanied by the launch of a new line of vodka-based canned cocktails called White Claw Vodka + Soda. The 100-calorie sodas will have four flavors and sell in 8-pack and 4-pack variety formats.
“Innovation has been at the heart of everything we do for 50 years. We disrupted the industry, creating an entirely new taste in the hard seltzer category with White Claw by bringing new thinking, technology breakthroughs, and our unmatched iconic flavors to market. The same innovative spirit and technological know-how inspired the creation of our premium vodka; we believe the vodka category is ready for its White Claw moment,” said Anthony von Mandl the Founder and CEO of the brand. (Source)
Pinhook Introduces Vertical Series Rye 7-Year Whiskey
Pinhook Bourbon has rolled out its latest offering: the Vertical Series Rye 7-Year. The bourbon is a blend from 28 different Pinhook barrels. The vertical series follows the maturation of a single group of bourbon and rye barrels which all source midwest grain as they mature from four to twelve years. The aging process is the only thing that sets these bourbons apart, with the barrels all having a set mash bill of 95% rye and 5% malted barley, and similar fill dates. Each 750mL bottle is sold at select retailers nationwide and on the brand’s official website for an SRP of $77.99.
“It has been amazing to see how this rye has matured throughout the years. From its first rendition to this most recent release, the liquid has been transformed. We’re no strangers to pushing boundaries and this series might be our biggest boundary-breaker yet. We only wish we made some more,” noted Sean Josephs, the Founder and Master Blender of Pinhook. (Source)
Wolves Announces Its First-Ever Single Malt Releases
Wolves has released its first-ever American single-malt whiskey, “Lot One,” under the brand’s Malted Barley Series banner. Lot One is a blend of 11 of the 12 barrels from a batch of whiskey distilled in 2015 and was bottled at 110 proof. Wolves has only released 2,250 bottles of the new offering. Lot One single-barrel expression will be offered privately to certain members on its Wolves Allocation List. 6-packs of the Lot One blended single-malt expression will be made available through select retailers for $289.
“We believe this could be the richest and most complex American single Malt whiskey ever produced,” Wolves CEO Jeremy Joseph said. “ASM is an emerging category within the domestic whiskey landscape, and this is a best-in-class example of craftsmanship and flavor within it.” (Source)
In this case study below, you will learn how Misunderstood Whiskey was able to support its launch and expand into new territory with Park Street. We cover a brief history of how two friends became co-founders of the brand, what they did to establish an expansion plan, the launch of their first new product Oat Nog, the timeline involved in the process, and lastly, how Park Street helped them achieve their goals.
The Creation of Misunderstood Ginger Spiced Whiskey
JD Recobs and Chris Buglisi have been friends and business partners since their childhood upbringing in New Jersey. They sold lemonade from a stand, DJed events, and painted houses together before their professional careers had even begun, so it seemed like a natural step for the pair to establish their own company together as adults. In 2017, the pair founded Misunderstood Whiskey with no professional experience in the beverage alcohol industry to speak of, just a passion for whiskey and corporate jobs they were willing to leave behind.
In their six years in business, Buglisi and Recobs have established a reliable growth strategy of starting small, observing, and validating their decisions before scaling starting at the very beginning. The first official run of Misunderstood Ginger Spiced Whiskey was 300 9-liter cases co-packed in Kentucky. They promptly took those cases to Jersey City Whiskey Fest to validate the concept. They knew they were onto something when it turned out to be a crowd favorite that night.
Before the end of that first year in business, they signed on with Park Street to get back-office support for compliance, order processing, and inventory management. “We started with Park Street in 2017 when we had no idea what we were doing, like absolutely none,” says Recobs, adding that their Park Street customer relations manager at the time was key to the successful relationship. “He was amazing. He was proactive, asking how we were doing. If he didn’t know the answer to questions, he would go and find it out.”
Establishing the Expansion Plan for Misunderstood Whiskey
For the first year, Buglisi and Recobs stuck to their home market, New Jersey, to spend the time observing and learning how the product was being accepted and used in the market. “We had proof of concept after three or four months because Park Street support allowed us to focus on sales and learning how our product was used while Park Street handled back office,” says Buglisi.
Once they had established proof of concept in New Jersey, they were able to sign a distributor for statewide reach and set their sights on the next market, Florida, where they would repeat the same process of testing and learning, then expanding. Since then, the company’s geographic footprint has stretched to 22 states and two countries.
The Launch of Misunderstood Oat Nog
This slow and steady expansion plan served the Misunderstood brand well, so naturally, they turned to this strategy again in 2021 when they were ready to launch their first new brand: Oat Nog. Oat Nog is a vegan ready-to-drink seasonal holiday product that includes Misunderstood Ginger Spiced Whiskey and Oat Milk as its base with an MSRP of $23.99.
Buglisi notes that the Oat Nog concept had been in the works since 2020, however, they had to put the official production and launch on hold while they expanded national distribution for Misunderstood Ginger Spiced Whiskey. “We love experimenting with unconventional cocktail combinations and have been incorporating dairy-free products into our cocktail program for a few years now. Once we found the proportions of what would be an incredible RTD, we thought that it was the right time to produce on a larger scale,” says Recobs.
This time around, since Misunderstood already had a few states under its belt, they launched Oat Nog in eight states at the same time. But true to the measured expansion strategy they’d established, they entered partnerships with just a couple of retail chains, Total Wine and Bevmo among them, to validate in a controlled environment that is favorable to a limited offering like Oat Nog.
Buglisi and Recobs’ strategy was successful once again as the company sold out of Oat Nog three different times on the website in 2022, and they are already ramping up production for the 2023 holiday season.
Misunderstood Whiskey’s Timeline for Launching a Seasonal Product
February saw a slew of new whiskey offerings hit the U.S. market. Heaven Hill and Sagamore Spirit both launched new limited edition whiskeys while Michter’s released its 10-Year Kentucky Straight Bourbon. Brands also braced themselves for March with a couple of St. Patrick’s Day-themed products hitting the shelves. Below is Park Street’s full product release recap for February 2023.
February 2023 Alcohol Industry Launch Recap
Malibu Launches Malibu Peach
This month Pernod Ricard’s Malibu Carribean Rum introduced its fourth SKU to the brand’s ripe and juicy range: Malibu Peach. The brand will also be adding Malibu peach to its line of ready-to-drink cocktails in the form of Malibu Peach Rum Punch. The new offerings are available at retailers nationwide in 50mL, 750mL, 1L and 1.75L bottles and 12oz canned cocktails.“Malibu is all about the ‘Do Whatever Tastes Good’ mindset, no matter the time of year, so what better way to bring the summer vibes than with Malibu Peach. With peach being a top five summer flavor, we’re excited to introduce this innovation to the Malibu portfolio and to consumers just in time for the warmer months,” commented Devaunshi Mahadevia, Brand Director of Marketing, Malibu. (Source)
Sagamore Spirit Releases 8-Year-Old Rye Whiskey
Sagamore Spirit has launched its latest limited edition offering: Sagamore Spirit Reserve Series 8-Year-Old Rye Whiskey. The liquid is aged in new charred American white oak barrels for 8 years to give it flavors of molasses, orange, and candied ginger and notes of clove and smoked vanilla on the nose. This is the first time that Sagamore’s 8-Year-Old Rye Whiskey will be available throughout the entirety of the brand’s domestic footprint. The new SKU will be available in 750mL formats for a suggested retail price of $79. “Our 8-Year-Old Rye Whiskey comes from some of the first liquid we put into barrels and set us on the path to where we are today. More time in a barrel doesn’t always translate to better whiskey, but this release shows what can come from careful, expert aging and thoughtful blending. The patience and care our distilling team took with this release dating back over eight years ago set the blueprint for the whiskies that would follow,” noted Brian Treacy, Sagamore Spirit’s co-founder and president. (Source)
Athletic Brewing and Super Coffee Create World’s First Pre-Workout Brew
Athletic Brewing Company has partnered with Super Coffee, the third-largest bottled coffee brand in the U.S., to create the world’s first pre-workout non-alcoholic beer called Suped Up. The beer is brewed with high-quality coffee and spent brewer’s grains, resulting in a rich, Extra Dark brew that contains 5 grams of protein. The idea for Suped Up came from Athletic Brewing co-founder Bill Shufelt and Super Coffee co-founder Jimmy DeCicco, who recognized an overlap in their respective customer bases.Suped Up will be available exclusively on athleticbrewing.com for a limited time beginning Tuesday, March 7, 2023. Athletic Brewing Co-Founder and Chief Product Officer John Walker commented, “It took us several months to develop and refine our process, but we’re super excited with the final recipe. It has distinct roasty and chocolatey notes with a pop of bold coffee flavor.” (Source)
Don Julio Unveils New Rosado Premium Tequila
Don Julio announced the addition of a permanent rosado tequila to its portfolio. The reposado, with an ABV of 40%, is aged for four months in ruby port wine casks that give it a signature pink color. The rosado tequila is positioned as a daytime-friendly reposado, providing a high-quality option for afternoon sipping. The additive-free spirit retails for $125.99 and is currently available for presale on ReserveBar.“What we wanted to do is give consumers that incredible luxury tequila experience, but more grounded in daytime drinking,” said Christina Choi, Diageo senior vice president. “There really wasn’t anything, from a luxury tequila standpoint, that was really meeting that need. And so, through the innovative spirit of Don Julio, we really wanted to create this reposado that’s so incredibly smooth with these beautiful characteristics.” (Source)
Beach Whiskey Introduces New Spirit-Based Canned Cocktails
Beach Whiskey, owned by Darco Spirits, has launched a new line of canned cocktails. The four fruit-forward, summer-inspired flavors include Watermelon Peach, Mango Lemonade, Pineapple Coconut, and Strawberry Lemonade. Each canned cocktail contains clear Beach Whiskey, which is made using a unique filtration process and has a 5% ABV. The 355 ML cans are available in 4-packs for $13.99 at nationwide retailers such as GoPuff, Save Mart, Ridley’s, Jackson’s, and more.Rebecca Running, CEO of Darco Spirits, stated, “Beach Whiskey is designed for consumers who are passionate about adventure, making cocktails a natural extension as they provide our quality whiskey in an easy, grab-and-go format. We hope our cans will be deliciously refreshing and enjoyed responsibly by beach goers who are getting away for Spring Break.” (Source)
Lost Lantern, an independent bottler of American whiskey, has announced the release of its ninth single cask collection since launching in 2020. The Spring 2023 cohort features four limited-edition single casks from three distilleries, including Westland Distillery in Washington, Watershed Distillery in Ohio, and Corbin Cash Distillery in California. All casks are aged at least 7 years, and it is Lost Lantern’s first release of 2023, following its recognition as the 2023 Independent Bottler of the Year at the Icons of Whisky Awards America in February. The Spring 2023 Single Cask Collection will be available for sale starting March 1st on LostLanternWhiskey.com, Seelbachs.com, and select retailers in California and Alberta, Canada. (Source)
Northcross Irish Whiskey: New Triple Wood Expression
Latitude Beverage has announced the release of Northcross Triple Wood Irish Whiskey just in time for St. Patrick’s Day. The new whiskey, crafted at the Great Northern Distillery in Ireland, is made from a blend of whiskies, distilled in copper pot stills, and matured in a combination of ex-Bourbon barrels, Oloroso Sherry casks and virgin American Oak. Terry Lozoff, Spirits Director at Latitude Beverage, said, “The triple maturation process used to craft Northcross brings an impressive level of flavor and complexity to the spirit, especially considering the $25 price point. It’s a distinctive alternative to other similarly-priced Irish whiskeys, making it a great option for not only cocktails but also for sipping neat or enjoying on the rocks.” (Source)
Suntory Releases World Whisky Ao
The House of Suntory has released its first-ever world blended whiskey, Suntory World Whisky Ao, in the U.S. market after previously being available in Japan and Global Travel Retail only. The whiskey is a blend of whiskies from Suntory Group’s distilleries in five of the world’s whiskey regions: Scotland, Ireland, Canada, Japan, and the U.S. The whiskey is named after the oceans that connect these whiskies, and its bottle is five-sided in honor of the five major whiskey-making regions.Fifth-generation Suntory Chief Blender, Shinji Fukuyo, selected the liquids for the blend, and the bottle features calligraphic lettering by Japanese calligrapher Tansetsu Ogino to represent the whiskies’ global origins and Japanese craftsmanship. Suntory World Whisky Ao is bottled at 43% ABV and has a suggested retail price of $55 per 700-ml bottle. (Source)
Barrell Bourbon Batch 034”, 114 Proof is Now Available
Barrell Craft Spirits has announced the release of Barrell Bourbon Batch 034, a blend of straight bourbon whiskeys distilled and aged in Tennessee, Kentucky, and Indiana. The selection of 6, 8, 10, and 15-year-old barrels were aged in American white oak barrels and bottled at 114.62 proof cask strength. The suggested retail price is $90 and it is available for purchase online now.The palate showcases rich port notes supported by Seville orange and cola. The finish sustains notes of shiso, licorice root, and peanut butter cup, with an additional pop of iron and slate. (Source)
Heaven Hill Unveils 2023 Heritage Collection Whiskey
Heaven Hill Distillery has unveiled the 2023 edition of its highly limited annual release, the Heaven Hill Heritage Collection. The latest release features the Kentucky Straight Corn Whiskey mashbill, a blend of 80% corn, 12% malted barley and 8% rye. Bottled at 115 proof and aged for 20 years, the whiskey is made up of 110 barrels produced in October 2002, pulled from the third floor of Rickhouse 1K. The nose presents toasted corn and oak spices, while the palate brings aged oak and walnuts with a finish of wood spices and hints of corn sweetness.Heaven Hill Master Distiller Conor O’ Driscoll said: “The ability to offer consumers an ultra-aged corn whiskey product is a true testament to the forward-thinking innovation the company has practiced for decades and continues to practice to this day”. Heaven Hill Heritage Collection 20-Year-Old Kentucky Straight Corn Whiskey will be available from March 1, 2023, on a limited basis for a suggested retail price of $289.99 per 750-ml bottle. (Source)
Baileys Dropped a Vanilla Mint Shake Flavor in Time for St. Patrick’s Day
Baileys Irish Cream has announced the launch of Vanilla Mint Shake, a new addition to its lineup of cream liqueurs in honor of St. Patrick’s Day. The new product, which is green in color, is a blend of flavors of mint, vanilla, chocolate, and cream. According to Baileys, it can be served in a variety of ways, including as a milkshake, in a festive flavored shot, or over ice cream. The spirit will only be available for a limited time.Sophie Kelly, Diageo North America SVP of Whiskies and Liqueur, said in a press release, “This St. Patrick’s Day, Baileys is going minty green for the first time ever! We are absolutely thrilled to provide a new delicious indulgence for everyone’s annual celebrations. St. Patrick’s Day is always a time when people come together to have a bit of fun and toast to the Emerald Isle, and we hope this year it’s with the decadent Baileys Vanilla Mint Shake.” (Source)
Conor McGregor & Proper No. Twelve Irish Whiskey Introduce New Irish Apple Flavor
Proper No. Twelve Irish Whiskey, co-founded by Conor McGregor, has announced the release of its latest addition, Proper No. Twelve Irish Apple. Available in nationwide in 50ml, 750ml and 1-liter bottles, the new whiskey features notes of warm caramel, oak, browned butter, and crisp Irish apple, and boasts a 70-proof alcohol content.Speaking about the new product, McGregor said, “This new product and its magnificent flavor profile will crush the competition. We have worked on this liquid for years and have combined my award-winning whiskey that my fans know and love with delicious notes of crisp and juicy Irish apple with a smooth finish like no other. Proper No. Twelve Irish Apple is liquid gold and I’d never settle for less.” (Source)
19 Crimes Launches ‘Stout-Style’ Syrah Blend for St. Patrick’s Day
19 Crimes, owned by Treasury Wine Estates, has announced the release of a limited edition “stout-style” Syrah blend wine in honor of St. Patrick’s Day on March 17. The Revolutionary Blend is a specially created wine with flavors of coffee, caramel, and roasted malt to evoke memories of an Irish stout.John Devoy, who was “part of the Irish Republican brotherhood and the mastermind behind the most daring prison escape in Australian history, the Catalpa Rescue,” is featured on the label. John Wardley, the Vice President of 19 Crimes, said in a press release, “We are happy to drop a limited edition bottle to feature John Devoy and find a unique way to tell his story this St. Patrick’s Day. We continue to celebrate those in the 19 Crimes family for their rich history of boldness, like John Devoy, Snoop Dogg, and Martha Stewart.” (Source)
Crafthouse Cocktails Launches Highballs
Crafthouse Cocktails, a ready-to-drink (RTD) cocktail brand co-founded by bartender Charles Joly and bar owner/restaurateur Matt Lindner, has launched two new highballs: Gin & Tonic and Vodka Soda. The drinks feature small-batch craft spirits, all-natural ingredients, and eco-conscious, recyclable packaging. The Gin & Tonic is made using custom gin with a balance of traditional botanicals, real tonic, and a splash of lime juice. The Vodka Soda contains premium vodka, carbonated seltzer water, and real lemon juice. Both highballs are best served well-chilled or over ice and are 10% ABV and 7.5% ABV, respectively.Crafthouse Cocktails’ new releases are currently available in Colorado, New York, Wisconsin, and California at select retailers and on Reservebar and Crafthouse Cocktails’ website, with shipping available to several states. The suggested retail price is $5.99 per single can (375ml). (Source)
Michter’s 10-Year Bourbon Will Hit Starting in March
Michter’s Distillery has announced the release of its 10-Year Kentucky Straight Bourbon, marking the first time the single-barrel whiskey has been released since 2021. The company opted not to release any of the limited-release whiskey in 2022, citing its goal to produce “the greatest American whiskey” and the desire to ensure that the 10-Year Bourbon was exceptional. “I thought that the 10 Year Bourbon we are now releasing was drinking beautifully last year, but our Master Distiller Dan McKee and our Master of Maturation Andrea Wilson told me that with one more year of maturation it would be extraordinary,” stated Michter’s President Joseph J. Magliocco. (Source)
