GROWTH BRANDS
Q & A WITH AUSTIN COCKTAILS
Founded by entrepreneurs and sisters , Jill Burns and Kelly Gasink , Austin Cocktails is a Texas-based cocktail company . As their products have evolved over the years , Burns says a fundamental premise of the company has stayed true — to make craft cocktails as easy to enjoy as fine wine and craft beer . We caught up with Burns to learn more about the Rising Star winner brand .
RISING STAR
What activations or promotions helped Austin Cocktails to grow in 2023 ? Tasting is believing with this product . To drive conversion , our number-one strategy in 2023 was to drive consumer trials of our premium canned cocktails . We prioritized sampling , curated experiences , activating at grassroots local events and high-reach sponsorships that align with our target audience , like the CMEA Music Festival and Professional Pickleball Association .
What activations or promotions do you have planned for 2024 ? Austin Cocktails is tapping into the national pickleball craze and aligning with the fastest growing sport in America in 2024 . We recently announced a multi-year marketing partnership with the Professional Pickleball Association , coming on as the ' Official Canned Cocktail Partner of the PPA Tour '.
From activations and account takeovers to distributor tournaments , and social collaborations , Austin Cocktails is becoming synonymous with the hottest cultural phenomenon to reach premium drinkers in an environment that ’ s approachable , fun and drives a ' social meets fitness ' occasion .
What trends in the RTD category are leading to Austin Cocktails ’ growth right now ? The RTD category is in a state of exciting disruption . We believe the segment will become a much more premium shelf filled with products focused on craftsmanship , beautiful ingredients , innovation and authenticity . We ’ ve been at the forefront of understanding market trends towards premiumization . We believe the quality of our drinks is unmatched in the ready-to-drink category , and supports the consumer shift towards products with quality spirits and better-for-you ingredients .
— one that features good friends , good drinks and great moments that make it all worth remembering ,” according to the company website .
STRATEGIC DIGITAL MEDIA INVESTMENTS
Social media continues to be key in reaching consumers and building brand awareness . Rising Star winner Hunni Sparkling Soju , a line of canned sparkling soju cocktails at 4 % ABV , attributes its growth in 2023 to highly targeted social media campaigns alongside partnerships with growing and influential Asian-American creators and brands .
Parent company Yobo Spirit House plans to continue and expand investments in digital media , influencer / creator content and partnerships , and will keep growing partnerships in the fashion , entertainment and nightlife spaces .
The value generated by influencers has more than doubled in the past five years , according to Statista , with a quarter of brands now regularly collaborating with social media content creators . Rising Star winner Ten Ball Cocktails , a higher-ABV canned cocktail beverage brand at 10 %, also partners with influencers and brand ambassadors to help spread the word .
PARTNERING WITH MAJOR BRANDS
Jack Daniel ’ s last year partnered with Coca-Cola to create a Jack Daniel ’ s & Coca-Cola canned cocktail . This Fast Track winner was inspired by one of the most popular bar calls , the company says , with two large household brand names . Jack Daniel ’ s , which has offering whiskey-based RTDs since 2020 , just extended the line with Jack & Ginger Ale RTD in March 2024 .
Rising Star Grey Goose vodka launched a ready-to-serve Martini cocktail in a bottle in April 2023 . Grey Goose vice president of marketing Aleco Azqueta says the brand wanted to promote the innovation with a cheeky campaign that underscored the simplicity of the product , so they teamed up with Paris Hilton .
“ Through playful content , we showed that there is no ‘ creative directing ’ required for the Grey Goose Classic Martini Cocktail ,” explains Azqueta . “ It comes expertly batched , so all you need to do is shake or stir and garnish .
Paris was a great partner to work with and so perfect for the role . We had fun reimagining some of her most iconic phrases , including adapting her classic ‘ that ’ s hot ’ line to ‘ that ’ s
FAST TRACK
RISING STAR
cold ’ in reference to our ice-cold Grey Goose Martinis .” •
24 Beverage Dynamics • Summer 2024 www . beveragedynamics . com