The Spill 02: Keeping it Light
Some drinks and hospitality news that we've been enjoying.
We’re still reliving the busy, intense, exciting, and successful week that was Tales of the Cocktail. We’re slowing it down a bit with this week’s news showing drink brands loosening up and leaning into ideas that are simple, playful, and less serious.
The $2.50 Can Forcing Non-Alc Brands to Prove Their Premium
Molson Coors has launched Naked Life’s Italian Spritz in 100 Total Wine & More locations at $9.99 for a four-pack, or about $2.50 per can. That puts it well below premium non-alcoholic aperitivo brands, many of which cost roughly twice as much per serving.
The launch has divided drinks industry operators. Some believe a major supplier’s scale could lead retailers to lower their expectations for what a non-alcoholic cocktail should cost, creating pressure that smaller brands can’t absorb. Others see the pricing as a normal sign of category development, with value, mainstream, and premium products serving different consumers.
Both sides broadly agree that premium brands now have a clearer job to do: demonstrate why their ingredients, liquid, and overall brand experience justify the higher price.
OUR TAKE:
“I think we are going to start seeing a range of options as the category expands, which is exciting! I just hope it doesn’t box out the opportunity or success of the small, independent N/A brands.” - Eliza, Director of Business Development
We think this is a positive for the category! By lowering the barrier to trial, Naked Life can introduce non-alc cocktails to a much wider audience, including consumers who may have been hesitant to spend premium prices on an unfamiliar product. As the category matures and consumers become more knowledgeable, there is room for a range of product offerings, each providing a different benefit to the drinker.
But, as our Director of Trade Advocacy put it, “Cost is a bit subjective, it’s really about taste.” Consumer perceptions on when a non-alc beverage is worth paying for really vary based on the time and place they want to enjoy the drink.
Source: Dry Atlas
Altos Makes the Home Margarita Less Intimidating
Pernod Ricard-owned Altos has introduced “Altos Always Works,” its first global campaign. Created with Wieden+Kennedy, the campaign positions the tequila as a dependable choice for homemade Margaritas and Palomas. It debuted in the UK across television, social media and digital video, with additional markets scheduled to follow.
OUR TAKE:
“I love the spot. Anyone can make a great marg at home with Altos. Even this weird little guy.” - Lauren, Senior Art Director
It’s fun, just like a margarita should be! You may not know that Altos has actually been voted the “#1 Tequila for Margaritas” by bartenders, but it doesn’t matter. Rather than try to prove that claim, Altos is lowering the barrier and making the brand the reassuring, reliable option that doesn’t judge your bartending prowess.
Source: The Spirits Business
Liquid Death Gives You Wings…Chicken Wings
Liquid Death has launched a summer promotion offering customers the chance to win $20 toward an order of chicken wings. Running from July 15 through September 12, the campaign supports the brand’s Sparkling Energy range, which contains 100mg of caffeine per can and no sugar.
OUR TAKE:
“They’re making fun of Red Bull for giving you wings and they’re making fun of all of us for falling for their marketing.” - Ryan, Associate Creative Director
Love it or hate it, we can’t help but talk about it. Liquid Death has always been good at making ordinary marketing feel more entertaining than it needs to be. The promo itself is not revolutionary - it’s actually secondary to the bit.
Source: Liquid Death
Pickle Margarita from April Fools’ to IRL
California-based Mission Craft Cocktails has announced the Pickle-Rita, a bottled, bar-strength margarita made with tequila and dill. The idea began as an April Fools’ joke, but the company says consumer requests persuaded it to develop the drink for real. The 25% ABV cocktail is expected to reach Total Wine & More, Costco and Ralphs this fall.
OUR TAKE:
“I almost eyerolled at another pickle-flavored thing, but this actually sounds good. Introducing this flavor around the same time they updated (and elevated) the bottle design was pretty smart.” - Michelle, Director of People & Ops
April Fool’s has become a marketing holiday with brands going bigger and wilder every year. But rather than just trying to grab attention, brands can use social content as a lightweight form of product research. Not every viral joke deserves a place on the shelf, but when consumers keep asking where they can buy it, do you make it happen? If so, how quickly can you do it so the news stays relevant?
Source: PR Newswire
🥃 Quick Pours
🏝️ Cutwater Spirits has launched “The Longest Island,” a summer campaign starring actor Parker Posey and centered on its canned Long Island Iced Tea. The campaign plays on the kitchen island as the place where guests gather, while positioning the ready-to-drink cocktail as a way for hosts to spend less time mixing drinks.
🐎 Major US brewers are expanding their use of “pony” cans and bottles, typically seven to nine ounces. Sierra Nevada plans to broaden distribution of its small-can Pils, while Constellation Brands is adding seven-ounce Pacifico cans alongside established formats such as Coronita and Modelito.
🍹 Did you see that Joey Fatone and Lance Bass are hosting a new competition show by E! Entertainment called Cocktail Wars?
Tales of the Cocktail 2026
Sidecar had yet another amazing year at Tales! Our entire agency descended upon New Orleans to activate events, support our Brand Ambassadors, reconnect with clients and trade partners, and give our newest hires an insider look at the hospitality industry's biggest week.
Check out Haute Living’s Tales highlights, and a few photos below from our team.
