Welch’s — a family brand best known for its juices — is entering the adult beverage market.
On Friday, May 10, the brand announced the release of Welch’s Craft Cocktails, a line of canned spirits available in collaboration with COOP Bev Works. The “adult-friendly” drinks, as billed on their website, are available in four varieties: Vodka Cranberry, Passion Fruit Mojito, Watermelon Mule and Vodka Transfusion.
The transfusion is a blend of Welch’s Concord grape juice, ginger, citrus and vodka. Vodka Cranberry is a version of the traditional cocktail mixed with Welch’s cranberry juice.
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Watermelon Mule combines real watermelon juice with vodka and a dash of ginger; and Passion Fruit Mojito contains passion fruit juice with hints of mint and lime flavor.
Each cocktail contains real fruit juice and spirits with an ABV of 5.9%.
A classic transfusion cocktail.
“We are extremely excited to enter this growing category and provide adult consumers with a new flavor cocktail with real fruit juices and quality ingredients,” Welch’s Chris Kwiat said in a press release.
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Transfusion has long been the drink of choice for golfers. The concoction usually combines vodka, ginger beer, grape juice and lime juice. Vice President of Business Operations at COOP Beverage Works, Ryan Stump, cited tradition as one of the reasons these new Welch’s Canned Cocktails came about.
“These products have been developed to enhance the ready-to-drink cocktail experience by using the real fruit juices and ingredients that today’s consumers are looking for. “Whether these drinks are enjoyed at evening parties, on the golf course or after a long day at work, Welch’s Craft Cocktails provide a refreshing experience with quality ingredients,” he said.
12-oz. cans will soon be available in four-flavor packs in more than 20 states nationwide.
Categories: Trends
Source: HIS Education