Brief Dive:According to a news release, Cutwater, a brand of canned cocktails owned by Anheuser-Busch InBev, debuted a new marketing initiative and updated look.
The “Open the Bar” campaign aims to improve accessibility to cocktail culture by showcasing approximately 20 products through three spots created by AKQA and directed by the Italian team Mathery. The campaign will include connected TV, digital platforms, retail, and social media.
Additionally, Cutwater has updated its logo to provide customers with clearer graphic clues and to more explicitly state the alcohol content of each drink. The rollout will continue throughout the spring.
Dive Insight:Cutwater’s rebranding effort seeks to differentiate the spirits producer in the increasingly crowded market for bottled cocktails. “Open the Bar” highlights the brand’s luxury and approachable aspects through three commercials called “Après Ski,” “Beach,” and “At-Home Entertaining,” which portray customers drinking cocktails during challenging times.
Cutwater’s rebranding also addresses some of the problems associated with canned cocktails. For example, the new cans explicitly state the amount of alcohol in each serving, allowing people to make informed judgments about their consumption. This information is especially important since canned cocktails can have an ABV ranging from 0% to 42%. Cutwater’s drinks vary greatly in ABV, with the Long Island Iced Tea having a whopping 13.2% ABV and the vodka soda having only 5% ABV. In comparison, AB InBev’s Bud Lite has an ABV of 4.2%.
Cutwater is part of the Beyond Beer portfolio, which AB InBev established to strengthen its dominance in the beer alternative market. In 2021, sales of canned cocktails increased by 42%, generating $1.6 billion, with continued growth expected. As the market expands and becomes more competitive, it is increasingly important to remain visible on store shelves.
