GROWTH BRANDS
Left : Fresca Mixed grew more than 100 % from 2022 to 2023 . Middle : Constellation Brands purchased Austin Cocktails in 2022 after an initial investment in the RTD brand in 2018 . Right : Cook ’ s Mango Mimosa , launched in March 2024 , is a ready-to-serve cocktail made with Cook ’ s California Champagne mixed with fruit juice and mango flavors .
to keep consumers engaged .
“ As part of the partnership with Emmy-winning host , producer and self-proclaimed Fresca Mixed superfan Andy Cohen , Fresca Mixed invited consumers to get in on the best kept secret of cocktailing – that the soda ’ s one-of-a-kind grapefruit-citrus taste is the perfect cocktail mixer – through fun events like the Secret of Summer Sweepstakes ,” Constellation Brands said . “ The sweepstakes encouraged fans to divulge a secret of their own at FrescaMixed . com or via QR codes at retailers nationwide for a chance to sip Fresca Mixed with Andy himself .”
Austin Cocktails and the Professional Pickleball Association ( PPA Tour ) this past January announced a multi-year marketing partnership introducing the brand as the official canned cocktail partner of the PPA Tour . From activations and venue takeovers to swag , sponsorships and social collaborations , Austin Cocktails is reaching consumers and pickleball devotees across the nation . The brand will also introduce another variety pack within the next year .
KEEPING THE MOMENTUM GOING
2024 will be another big year for Fresca Mixed , according to the company . Having launched nationwide in March , Fresca Mixed is adding more innovation to the mix with a new variety pack .
The brand also launched a Fresca Mixed Club this summer . “ Reuniting with Cohen for another partnership , Fresca Mixed invited fans 21 and older to ‘ Join the Club ’ for yearlong VIP access to exclusive perks and events , country clubchic gear and a chance to try the brand ’ s latest flavors ,” the company said .
The launch event for the Fresca Mixed Club with Cohen took place this past May in New York at Swingers Crazy Golf . It was followed up in July with a ‘ Fancy Ice ’ eventin Montauk .
THE
U . S . DRINKING SEGMENTS Moderate Socializer • Aspirational Urbanite Casual Drinker • Value Seeking Beer Enthusiast Comfortable Urbanite • Affluent Urban Adventurer
6 CONSUMER DRINKING SEGMENTS DECODED
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