Spirit Of Gallo Partners With Betches To Debut Faux Pas Cocktails

Spirit of Gallo is introducing a new canned cocktail brand in partnership with Betches, a fast-growing female-targeted media and entertainment company. Betches launched in 2011, and according to Gallo was one of the first digitally native publishers to lean heavily into Instagram, building a community of over 48 million people, tilted mostly toward Millennial and Gen Z women. Faux Pas will be its first co-branded alcohol offering.

Faux Pas launches with four flavors—Grapefruit & Orange Tequila Soda, Lemon & Mint Vodka Soda, Bartlett Pear Vodka Mule, and Spicy Mango Margarita—and is available now on Drizly and in stores in 16 markets across the U.S. Each of the canned cocktails is made with vodka or Tequila and contains 8% alcohol by volume. Faux Pas canned cocktails are rolling out in four-packs of 250-ml cans retailing at $13.

“With the unprecedented ready-to-drink category growth, we’ve seen pre-mixed canned cocktails proliferate in the marketplace, making it more challenging than ever for new brands to break through the clutter and resonate with consumers in a meaningful way,” said Britt West, vice president and general manager of Spirit of Gallo. “Betches has consistently met the needs of their audience with fresh content and highly relatable products and Faux Pas will be no exception.”—Daniel Marsteller

Tagged : Betches, Faux Pas, Spirit of Gallo

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