Coca-Cola taps in Sazerac for Fresca Mixed
The Coca-Cola Company-owned Red Tree Beverages has switched its spirits partner for Fresca Mixed ready-to-drink (RTD) cocktails from Constellation Brands to Sazerac.
Launched in 2022, Fresca Mixed offers two grapefruit soda-based RTD cocktails in 355ml cans that clock in at 5% ABV: Vodka Spritz and Tequila Paloma.
Since its launch, the alcoholic version of Red Tree Beverages’ Fresca soda was created in collaboration with Constellation Brands. However, The Coca-Cola Company has now announced a partnership change to Sazerac.
The change in the spirits partner comes as Red Tree Beverages prepares to launch Fresca Hard, a zero-sugar flavoured malt drink with 99 calories, early next year.
Dan White, chief of new revenue streams at The Coca-Cola Company, commented: “We are pleased to have Sazerac join our Red Tree Beverages roster as they have proven their capability, reach, and commitment to the alcohol RTD business.”
The partnership with Sazerac is said to combine Red Tree Beverages’ expertise in brand building and marketing with Sazerac’s production experience and scale, established sales network, distribution management, and lasting brand stewardship.
Lourdes Grill, president of Red Tree Beverages, said: “Our portfolio of brands and relationships will continue to bring innovation for the next generation of LDA (legal drinking age) consumers. Red Tree Beverages maintains its commitment to bringing these brands to life through the capable distributors that work every day in the local communities they serve.”
The Coca-Cola Company is known for its high-profile RTD collaborations, including with Jack Daniel’s, Bacardí, and Absolut Vodka.
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