![]() ![]() Read his recent piece Why RTDs Will Boom in 2021 and Beyond.Ĭopyright 2022 EPG MEDIA LLC All Rights Reserved Kyle Swartz is editor of Beverage Dynamics magazine. There’s a reason that Mike’s Harder Lemonade outsells Mike’s Hard. ![]() Many people still like drinking alcohol to get a buzz. JF: I think that higher-ABV products still have a huge place in the market. Thoughts?ĪS: We see a lot of alcohol products marketing themselves as ‘healthy’, and we don’t know whether that’s responsible. BD: Your RTDs have higher ABV at the same time that low-cal, low-ABV, ‘healthier’ alcohol is trending. Look no further than Netflix and Uber Eats. And we’re at pools and parks as a different way of serving drinks.īS: Convenience is the ultimate luxury these days. We’re small right now in restaurants, but it’s something we are thinking about more. RTDs are single-serve, which should help them rule the day. JF: Even as bars and restaurants reopen fully, people are going to be concerned about who’s squeezing the lime behind the bar, who’s making your drink. BD: What will the RTD landscape look like after the on-premise world reopens fully? You can’t create that without authenticity. We’re three friends who love music festivals and created a platform for that. If you’re not authentic, you can’t survive.ĪS: We think of authenticity from a leadership perspective. Some of the most popular things we have done were memes that went viral. Large companies don’t give consumers enough credit for sniffing out things that are not authentic. We’re all bombarded daily with marketing images. BD: With digital communities becoming so critical, how important is authenticity nowadays? People don’t want to hear from brands, they want to hear from their friends and people in their network. ![]() We’re in our seventh year of running our brand ambassador program. We want drinking BeatBox at a music festival to be like drinking wine at Napa: you have that experience for life.īS: We’ve done the work in building our community. The events, the social aspect, the connection with consumers - all the experiences that you have at a music festival. JF: We’re all lovers of music festivals and we wanted to capture that in our brand. BD: You often mention ‘community’ as key to your success. For us, the building of brands and the customer connection, the lifestyle and the community - that’s what sets us apart. No consumer really knows what alcohol is in most of these RTDs. You have to remember: our generation did not grow up with just one flavor of Gatorade we grew up with many.īeatBox is a wine punch that comes in a portable Tetra Pak box.ĪS: People really look for those signifiers: gluten-free, low-calorie. These trends were taking stuff from the nonalcoholic categories that people loved. What did you see in 2011?Īmy Steadman: We started right after Four Loco, when a lot of the trends were catching up to what we saw back then as being next: the variety in flavors and alterative packaging. Beverage Dynamics: You were early with the RTD trend. Launched in 2011, this portable wine punch in a colorful Tetra Pak box gained fame after earning investment from Mark Cuban on “Shark Tank.” From there, BeatBox continued to grow by tapping into a number of consumer trends: flavor variety, quality ingredients, convenience and community.įor a look at how this alternative-packing RTD has caught on with consumers, we recently spoke with cofounders Amy Steadman, Brad Schultz and Justin Fenchel. Innovation and brand building are both at the heart of BeatBox Beverages. BeatBox Beverages cofounders Justin Fenchel, Amy Steadman and Brad Schultz. ![]()
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