Arkay lights up Times Square with $6m campaign
Non-alcoholic brand Arkay has used some of its recent US$150 million funding to launch an advertising campaign in New York’s Times Square.
Mexican conglomerate Licor Zone provided the funding, which is intended to drive Arkay‘s global expansion, enhance production capabilities, and support marketing efforts across North America, Europe, and the Middle East. Under the agreement, Licor Zone will become a strategic equity partner for Arkay Beverages.
Reynald Vito Grattagliano, founder and CEO of Arkay Beverages, commented: “Going live in Times Square marks a new era for Arkay. This is more than an ad – it’s a message to the world that zero-proof ‘spirits’ are here to stay, and we are leading that revolution.
“Thanks to the support of Licor Zone, we are scaling faster and further than ever before. The US$150 million in funding gives us the runway to take Arkay global – and Times Square is just the beginning.”
Founded in 2011, Arkay Zero Proof utilises a patented WARM molecule technology, designed to replicate the flavour and mouthfeel of traditional liquors without including alcohol. The brand offers a wide range of non-alcoholic ‘spirit’ alternatives, including ‘whisky’, ‘rum’, ‘vodka’, ‘Tequila’, and ‘gin’.
It is currently available in more than 35 countries. In the US, Arkay hopes to increase e-commerce presence through The Liquor Mall, Amazon, and Walmart.
As part of its expansion plan, the company will open regional offices in Miami, Paris, and Mexico City.
To further innovate within the zero-proof category, it intends to expand its product line to include ready-to-drink mocktails and mixers.
In April this year, Arkay Beverages and its sister company, Beyond Spirits, launched a private placement memorandum (PPM) to attract investors.
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