New for 2024, Seagram’s Escapes Refreshers offers consumers a flavored malt beverage option sweetened with cane sugar and real fruit juice.
Launching in 15 inaugural markets as a tropical series, Seagram’s Escapes Refreshers will feature 5% ABV and differentiated package design meant to appeal to male and female consumers. The brand expects to attract Gen Z and Millennials with Seagram’s Escapes Refreshers line-up.
“Our team conducted extensive research and determined that consumers are seeking highly refreshing beverage options with natural ingredients,” says Jaime Polisoto Seagram’s Escapes brand director. “With this in mind, we developed Refreshers – a perfectly sweet beverage with a clean finish and the great taste fans expect from Seagram’s Escapes.”
It’s available in the following flavors: Strawberry Acai, Pineapple Cherry, Mango Orange and Kiwi Lime.
Refreshers come in a 12-pack slim 12-oz. can variety pack and 24-pack club variety. Strawberry Acai will also be offered in 7.5-oz. cans to drive trial, while a larger 23.5-oz. will be available year-round for the convenient store channel. Select varieties will also roll out in 6-pack 11.2-oz. bottles.
Seagram’s Escapes Refreshers launches in the following 15 states: Delaware, Florida, Georgia, Illinois, Maryland, Michigan, New Jersey, New York, North Carolina, Ohio, Pennsylvania, South Carolina, Texas, Virginia and Wisconsin.
An awareness building campaign that includes 50 brand ambassadors, social media promotion, in-store advertising and retail sampling programs will support the launch across key markets. Additionally, to further incentive trial, a $5 consumer rebate will be offered for the 12-can variety packs.
Merchandising assets are available for small and large retailers.