Foley Enters The RTD Category

Foley Family Wines & Spirits is entering the fast-growing RTD space via a new partnership with the Sabe brand. Under the deal, Foley will handle Sabe’s canned cocktail range, which includes 13%-14% abv offerings made with juice concentrates, extracts, and natural flavors.

Retailing at around $15 a four-pack of 250-ml. cans, the range features Margarita, Mule, Mojito, Espresso Martini, Grapefruit Paloma, and London G&T expressions. The Margarita, Mojito, and Mule are also marketed in 500-ml. single-serve cans retailing at $6.

“Sabe has shown early brand momentum in key markets and channels such as convenience stores, with a strong response among early adopters,” notes Foley Family president Shawn Schiffer. “These RTDs resonate with consumers, especially millennial and LDA Gen Z consumers.” Foley has a national distribution alignment with Southern Glazer’s.–Daniel Marsteller

Tagged : Foley Family, Sabe, Southern Glazer's

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