Adult Beverages Center Store
Precept made its entry into the canned wine category
in spring 2016 with the national launch of the West Side
Wine Co. brand at Whole Foods Market. House Wine
cans, available in still and sparkling varieties, launched
in spring 2017.
“Tailgating is just another word for ‘party,’” says
Browne. “This is going to be a category that will be successful for years to come.”
Mix and Match
As consumers look for convenience and flexibility from
the adult beverage category, the ability to mix and match
different flavors and varieties has become increasingly
“Not everyone likes the same flavor—that’s where single-serve [ready-to-drink adult beverages] come in,” says
Tracy Frisbie, VP of marketing for Carrolton, Texas-based
BuzzBallz LLC, a division of Southern Champion.
BuzzBallz offers single-serve spirit-based cocktails in
flavors such as Tequila Rita, Forbidden Apple and Lotta
Colada; wine-based BuzzBallz Chillers; and Buzz Tallz
classic wine cocktails. “We look at the receipt data and
see that consumers typically buy between three different
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Pabst Blue Ribbon (PBR) of Los Angeles recently combined a hot trend—ready-to-drink
coffee—with alcohol to create one sold-out adult beverage: PBR Hard Coffee.
“Ready-to-drink coffee has been growing for a few years and is expected to continue
growing,” says John Newhouse, brand manager of Pabst Blue Ribbon. “At Pabst Blue Ribbon,
we like to push ourselves on the innovation front, and we started noticing that the lines between
beverage types are blurring more and more.”
One week after PBR Hard Coffee launched, it ran out of stock. Since that time, the supplier
has been working hard to catch up.
BuzzBallz varieties to an entire case at one time per basket,” says Frisbie.
Because BuzzBallz are high-impulse items, Frisbie says
grocers such as Kroger and Fred Meyer have had success
with dump bins filled with a variety of BuzzBallz flavors
Recognizing the appeal of mix and match, Longmont,
Colo.-based Canarchy has introduced a Mix & Mingle initiative that promotes mix packs, including Perrin Brewing’s Clear Coast Mixed Pack, Cigar City Brewing’s Mixed
Pack, Oskar Blues Brewery’s CANundrum Mixed Pack
and the upcoming CANarchy IPA Mix Pack.