Hard Seltzer had already exploded in the US and was starting to do the same over here. We decided early on that to win we needed to bring a new conversation to younger drinkers who were turning their backs on fussy cocktail culture, but not gravitating to beer becuase of it's calorie count.
Every drink brand these days seems intent on ensuring you know everything about their brand purpose, their heritage and their craft. And then go about filling instagram with countless pictures of bearded blokes smelling hops or juniper from their overyly-tattooed crafty douchebag hands.
But GenZ are turning their back on craft and heritage. They just want a drink that first their lifestyle. Something fun, refreshing, low cals and easy. Something sans the douche.
Something that's so simple, you don't have to overthink it.