Click here to read the Spanish version.
The latest update to this liquid trend, also synchronized with the rise of alcoholic cocktail cans, came from Dunkin’ Donuts with a totally unexpected collaboration with Boston brewery Harpoon to launch a line of canned alcoholic iced coffees and teas.
The alcoholic coffees, which contain 6% alcohol, are available in four flavors such as mocha or caramel, as are teas, such as strawberry dragonfruit and mango and pineapple, which contain 5% alcohol.
A surprising trend that continued to crescendo with Kellogg’s partnership with Sugarlands Distilling to introduce a waffle-inspired alcoholic beverage: ‘Eggo Brunch in a Jar‘. This cream-colored mix packaged in a jar, contains 20% alcohol and supposedly tastes straight out of brunch and/or Eggo waffles drizzled with syrup.
Reversioning beverages or giving a twist to their products is proliferating with a myriad of alcoholic iterations by brands not previously associated with that universe. In this regard, SunnyD launched the ‘SunnyD Vodka Seltzer’ orange vodka soft drink; in May, Lipton Ice Tea also launched its ‘hard’ version; and, in June, AriZona introduced three alcoholic iterations of its iced tea.
Within this same framework, though perhaps not so puzzling, last year Pepsi and Boston also teamed up to launch ‘Hard Mountain Dew’. And Coca-Cola, which launched its first alcoholic beverage, Lemon-Dou, in Japan in 2018, now has an entire spirits display highlighting its collaboration with Jack Daniels.
Drinking from the trend
This rebranding or stimulating twist on brands, which also re-direct them to a new audience by alcoholizing their beverages, is usually linked to creative partnerships with other existing alcohol brands, which pay a license fee for the use of the name.
The advantage of licensing nostalgic product names is that the public is already familiar with the brand and is more inclined to try such beverages, which they already like in their non-alcoholic version.