GROWTH BRANDS 2026- RTDS
NÜTRL Vodka Seltzer, the official hard seltzer sponsor of FIFA World Cup 2026, in February unveiled a FIFA World Cup 2026 sweepstakes. Fans can spin the digital NÜTRL wheel daily for a chance to win prizes. Everyone who plays will be entered for the chance to win the grand prize: tickets to the FIFA World Cup 2026 final, with flights, hotel accommodations and additional VIP experiences.
Anheuser-Busch and the MSG Family of Companies in January announced an expanded, multi-year sponsorship that showcases the company as an Official Sponsor across the MSG ' s portfolio of sports and entertainment assets. In particular, NÜTRL Vodka Seltzer and Cutwater will be promoted, alongside Michelob ULTRA beer, at MSG venues such as Madison Square Garden.
For Surfside,“ Our sports partnerships have been a major catalyst of driving our brand building and increasing our brand awareness, trial and growth," says Pappas. " In 2025, Surfside engaged in strategic sports partnerships with the MLB, MiLB, NHL, MBA, MLS and universities to reach 50−plus teams across the country. The strategy began authentically on our home turf, with the Philadelphia Phillies at Citizens Bank Park, and has scaled significantly since."
The company in 2025 released co-branded Surfside cans and packaging with MLB partners, the Los Angeles Dodgers and San Francisco Giants, he says. " We have now expanded to additional teams for 2026 across the country."
Surfside is keeping a close eye on trends within occasion-based opportunities, particularly within sports and golf verticals, says Pappas. " Our new Half & Half Variety 8−pack taps directly into the golf consumer, which continues to be a strong and popular occasion for enjoying RTD beverages."
It also doesn ' t hurt that South Philadelphia’ s premier entertainment venue, formerly known as Xfinity Live!, was renamed Stateside Live! this past year. " This was a major milestone for our company cementing our place as a cultural mainstay within the local Philadelphia community," says Pappas.
In addition to Atomic Boss’ s focused trade promotions to gain brand awareness, the RTD brand has a variety of programs in place to drive consumer trial and build brand awareness, says Trinchero’ s Wohld. These include a multi-season sponsorship with the University of Miami Athletics as the Official Hard Punch.
" Atomic Boss’ s bright, colorful merchandising is inspired by geek culture— where people unite in creative expression and shared passions for technology, entertainment, fiction and fandom," she notes. " Reinforcing the brand’ s personality and relevance with younger consumers helped us secure custom floor racks and incremental placements beyond standard shelf space, improving visibility and driving impulse trial."
KEEPING UP THE MOMENTUM
As popular as RTDs have become, the category’ s growth is expected to slow significantly in the next year according to The Beverage Information Group projections. And as competition and consolidation continue, it won’ t be easy for brands to stand out. How will some of the fast growers continue their momentum?
Beyond product innovation, NÜTRL focuses on in-person engagement at major music festivals like Ultra, Lollapalooza, The Governors Ball and CMA Festival to connect with consumers in high-impact settings. The brand has further expanded its music strategy through a partnership with rising country artist Tucker Wetmore, serving as an official sponsor of his 2025 tour and continuing the collaboration into 2026 with support for his debut solo tour, The Brunette World Tour.
Surfside will continue to drive growth and connect with
RISING STAR
Trinchero Family Wine & Spirits launched Atomic Boss in 2024.
fans through strategic sports partnerships with the MLB, NHL, NBA and NCAA teams across the country, Pappas says. " We also continue to drive authentic lifestyle partnerships with musicians and festivals across the country. We are meeting fans where they are so we can be a part of all their celebratory moments. "
Additionally, " we have built strategic Hispanic marketing initiatives to test new messaging along with specific tactics to broaden our reach in the Hispanic community," says Pappas. " We will begin initiating in key markets in 2026."
As a young brand, Atomic Boss ' near-term focus is expanding distribution across its four flavors: Berry Blast, Tropical Fusion, POG!( Passion Fruit, Orange, Guava), and Blue Rizz, says Wohld. " We’ re particularly focused on convenience stores, where shoppers gravitate toward bold, trend-forward beverages for spontaneous, on-the-go occasions."
The rise of RTD cocktails, flavored beverages and single-serve packaging is helping grow Atomic Boss with its younger legal drinking aged consumer audience, she adds. " We’ re all facing the challenges of retailer consolidation and competitive pricing among flavorful, value-focused brands, but we’ re confident that we have a unique offering with Atomic Boss."
For years, Pappas says,“ Consumers have been looking for a true alternative to beer: a delicious, flavor-forward, low calorie, low-ABV, non-carbonated, spirit-based iced tea and lemonade offering in the convenience of a can." Options were limited to malt-based products and hard seltzers due to regulatory and tax considerations, which created barriers for spirit-based products, he notes.
“ Now, with the emergence of vodka-based canned cocktails like Surfside, the category has fundamentally shifted," he adds, " and there is no turning back." •
34 Beverage Dynamics • Summer 2026 www. beveragedynamics. com