Blake Lively’s Betty Booze Primed For Expansion In The RTD Segment

With competition continuing to ramp up in the U.S. RTD market, brands with unique propositions and celebrity backing have an advantage in cutting through the clutter. Betty Booze, the spirits-based RTD brand from actress Blake Lively and spirits entrepreneur Andrew Chrisomalis, has been among the canned cocktails gaining traction through that formula, quickly ranking among the category leaders at national retail chain Total wine & More less than a year after launching. Chrisomalis tells SND the brand is poised to build on that momentum via a new national alignment with top wholesaler Southern Glazer’s.

Betty Booze debuted last year with three flavors inspired by Lively’s own recipes—Sparkling Bourbon with Apple, Ginger, and Sour Cherry; Sparkling Tequila with Oak Smoked Lemonade; and Sparkling Tequila with Lime Shiso. Retailing at $15 a four-pack, they’re at 4.5% abv and contain 120-140 calories per can. To spur the brand’s national push, Betty Booze is launching two new flavors as well: Sparkling Bourbon with Oak Smoked Lemonade and Sparkling Tequila with Smoky Pineapple.

Launched exclusively in Total Wine to start, the brand “immediately became a top-five spirits-based RTD” within the chain, says Chrisomalis, alongside four multimillion-case labels. Leading markets for Betty Booze in the early going include New York, Texas, California, Tennessee, and Minnesota, he adds. “Additionally, the inbound interest from buyers representing accounts in all segments and channels from across the country has been absolutely incredible.”

The strong initial response in Total Wine has led Betty Booze’s partners to expand their horizons, with Chrisomalis expecting robust growth this year, as the brand offers a trade-up option within the RTD segment. “Beyond the incredible reception we’ve received since launch, the RTD category is on fire right now. We see that growth continuing as it evolves beyond hard seltzers to more premium offerings,” he says.

Through Southern Glazer’s, Betty Booze will expand into other chain retailers like Whole Foods and Sprouts, with an on-premise launch also slated for the near future. “The low-abv spirits RTD category is ripe for continued growth and disruption with Betty Booze—super-premium, gourmet RTD cocktails,” says Southern Glazer’s CEO Wayne Chaplin. “We’re excited to partner once again with proven entrepreneurs Andrew Chrisomalis, Guillaume Cuvelier, and the entire team—as well as Betty Booze co-founder and Hollywood star, Blake Lively.”—Shane English

Tagged : Betty Booze, Betty Buzz, Southern Glazer's Wine & Spirits

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