The Finnish Long Drink Quickly Gaining Traction In The Canned Cocktail CategoryMarch 11, 2022
With canned cocktails expanding rapidly in the U.S. market, there’s been no shortage of new contenders aiming to make their mark on the category. Among them is the Finnish Long Drink, a sparkling gin- and citrus-based offering that more than doubled in size to 467,000 9-liter cases in the U.S. last year, according to Impact Databank, with similar growth expected this year.
The Finnish Long Drink was inspired by the Long Drink cocktail created for the 1952 Olympic Summer Games in Helsinki, which has endured as a Finnish tradition over the decades. The range includes Traditional (5.5% abv), Cranberry (5.5% abv), Zero (5% abv, with zero carbs or sugar), and Strong (8.5% abv) expressions and retails at $12-$14 a 6-pack of 12-ounce cans, depending on the market.
Founded in 2018 by Finns Ere Partanen, Sakari Manninen, and Mikael Taipale, alongside American entrepreneur Evan Burns, who serves as CEO, the Finnish Long Drink now counts golfer Rickie Fowler, actor Miles Teller, and DJ Kygo among its co-owners. The brand is present across 26 states, most recently adding Wisconsin to its footprint this week, with further expansion on the way.
As the Finnish Long Drink continues to build out its footprint, the company has brought on industry veterans Rudy Costello and Danny Mandelbaum as president and chief sales officer, and vice president of marketing, respectively. Costello held senior roles at Beam Suntory and also previously led Stoli’s U.S. business. Mandelbaum was previously vice president of marketing at Davos Brands—known for Aviation gin—which was acquired by Diageo in 2020 in a deal worth up to $610 million. “Like in Finland, we believe The Long Drink can be an iconic mainstream brand, and Rudy and Danny will be key to helping us achieve that,” Burns told SND.
“Evan and the other co-founders have built an unparalleled company and team at The Long Drink,” Costello added. “We’re committed to working alongside this exceptional team to implement our expertise in sales and marketing into the brand’s mission of introducing The Long Drink to Americans.”—Daniel MarstellerSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.
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