Shay Mitchell launches Tequila-based RTD
Pretty Little Liars star Shay Mitchell has co-founded a new canned sparkling Tequila-based drinks brand, called Onda.
Onda was founded by Canadian actor Mitchell, who is chief brand officer, along with Noah Gray (CEO), Max Dworin (chief operating officer) and Kelli Adams (chief creative officer).
The team were inspired by their love for Tequila mixed with soda water and aimed to “elevate the ready-to-drink alcohol space with a new take on their favourite drink”.
“Tequila soda is hands down my favourite drink, and I’m really excited about the opportunity to create a beverage brand that is rooted in quality and shared experiences,” said Mitchell.
Onda is made with blanco Tequila from an unnamed woman-owned distillery in Jalisco, Mexico. The range consist of two flavours: lime and grapefruit. Each 355ml can is bottled at 5% ABV, contains 100 calories and is free from sugar or carbohydrates.
The Tequila is mixed with sparkling water and ‘real’ fruit juice to create a drink that tastes “light and refreshing with just a hint of Tequila”.
Gray added: “Over the past year, as our friends drank hard seltzer with mystery alcohol and cheap ingredients, we were thirsty for something better. We designed Onda to raise the bar by focusing on high-integrity ingredients we actually want to drink.”
Onda was inspired by the “surf style” of Los Angeles in the 1990s. It is said to stand out in a “sea of white cans” with its “vibrant” design and orange-coloured branding.
The brand has launched in partnership with 25 Madison, a New York City-based venture firm, which incubates companies and backs startups. Onda has raised more than US$1 million in venture capital funding from 25 Madison and other strategic investors.
Kirk Posmantur, co-founder of 25 Madison and an early investor in Avión Tequila, said Onda taps into alcohol trends such as hard seltzer, canned cocktails, Tequila and e-commerce.
He said: “We partnered with Noah, Max, Kelli and Shay because they bring the requisite skills and vision to transform how a new generation enjoys, experiences and shops spirits brands.”
In addition, the brand has launched Onda Beach Club, a social community and virtual space during the current Covid-19 climate. Members can gain exclusive access to the Onda brand, including promotions, new products, merchandise and future creative projects and collaborations.
The founders of American Cocktail Company recently launched a new range of Tequila-based seltzers in the US.