Travis Scott creates agave-infused hard seltzers
American rapper Travis Scott has partnered with brewing company Anheuser-Busch to launch a hard seltzer range infused with agave.
The new Cacti Agave Spiked Seltzer range consists of three flavours: Lime, Pineapple and Strawberry. Brewed in Los Angeles, Cacti (7% ABV) is said to be made with 100% premium agave and ‘natural’ flavours.
Scott created the brand after being inspired by Tequila’s flavours and the ‘light and refreshing taste of seltzer’.
The American singer and record producer will leverage Anheuser-Busch’s capabilities and distribution network to bring the brand to life. Scott worked alongside the brewer’s innovation team to create Cacti’s flavours, packaging, ingredients, branding and marketing plan.
“Cacti is something I’m really proud of and have put a ton of work into,” said Scott. “Me and the team really went in, not only on getting the flavour right, but on thousands of creative protos on everything from the actual beverage, to the can concept, to the packaging and how it is presented to the world.
“We always try to convey a feeling in our products. I’m a big fan of Tequila so I came at it from that angle, too. I’m really excited to put this out in 2021 and see other people be able to enjoy it.”
The range will launch in spring 2021 in 12-ounce cans (355ml) and a nine-can variety pack. The brand will also launch its first out-of-home marketing campaign.
The founders of American Cocktail Company recently launched a new range of Tequila-based seltzers in the US.