US – The Coca-Cola Company’s subsidiary, Red Tree Beverages (RTB), is set to launch Minute Maid Spiked, a line of ready-to-serve flavored wine cocktails, marking the orange juice brand’s debut in the alcohol category.
The Minute Maid Spiked range features three enticing flavors – Lime Margarita, Strawberry Daiquiri, and Piña Colada.
The cocktails are packaged in 1.5-liter multi-serve bottles, each boasting a 13.9% Alcohol By Volume (ABV), mirroring the standard wine bottle strength, poised appeal to a broad consumer base.
Scheduled to launch during the first-half 2024 launch, Minute Maid Spiked represents Coca-Cola’s intentional and disciplined experimentation in the US alcohol market through its RTB arm.
According to Just Drinks, the range will be exclusively available in the US, distributed nationwide in retail outlets ‘selling comparable wine products’.
Red Tree Beverages was established by Coca-Cola in July 2023 to facilitate further exploration in the alcohol market.
In an earlier statement, Coca-Cola said: “This allows the company to engage further in its relationships with third-party alcohol companies that use The Coca-Cola Company’s brands in the alcohol space.”
Coca-Cola’s venture into alcoholic beverages includes a small portfolio produced and sold by third-party manufacturers, such as Topo Chico Hard Seltzer, Simply Spiked Lemonade (Molson Coors Beverage Co.), and Fresca Mixed (Constellation Brands).
Notably, the company collaborated with Brown-Forman last year to globally launch a ready-to-drink Jack Daniel’s and Coca-Cola product, with ongoing plans for a vodka-based ready-to-drink Absolut & Sprite cocktail in partnership with Pernod Ricard.
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