The innovative leaders in spirits, Spirit of Gallo, have a portfolio full of spirits like Amsterdam Vodka, RumHaven, RumChata, Camarena Tequila, and Pink Whitney and its break-out hard seltzer brand, High Noon.
Since the Ready-to-Drink (RTD) category is exploding, we asked Britt West, Vice President and General Manager, Spirit of Gallo, about the wave of canned cocktails, hard seltzers, and wines being introduced on the market and what this hyper-trendy segment is experiencing on-premise.
Tell us what inspired Gallo to enter the RTD category.
Fundamentally, RTDs are a usage occasion where our business was not participating. Wine and spirits have always had difficulty going to the beach, the ballpark, the pool, the boat, or the music festival. Creating new and exciting consumer alternatives for these occasions is what got us excited about the category.
Can you tell us about Gallo’s different expressions?
High Noon is a Hard Seltzer, made with real vodka and real juice and is by design low ABV and meant to be highly sessionable.
Now that this category is becoming popular on-premise, what should bartenders know about RTDs?
In our portfolio, High Noon is really the on-premise lead because it is not replacing a traditional cocktail made by a
bartender. High Noon is premiumizing an account’s seltzer offering providing more dollar margin and an elevated image to the malt-based seltzers. Year to date, our on-premise business on High Noon is up over 200%.
What should bartenders know about High Noon RTDs?
They are made with real vodka, real juice and are 100 calories and gluten free. High Noon premiumizes the seltzer offerings, providing better dollar margin to accounts.
Where do you see the RTD category headed in the future?
There will be extensively more innovation that is designed to bring new consumers currently not participating in RTDs into the space.
Talk to us about High Noon’s Grapefruit winning The Chilled 100 Bartender Seal of Approval.
It’s an honor. We are humbled by the support. We have always focused on quality in the can so to be recognized for High Noon Grapefruit and is an honor.
The post Spirit of Gallo VP Britt West on the RTD category appeared first on Chilled Magazine.
Source: Mixology News
