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Betches Enters the Booming Ready-To-Drink Market With Faux Pas™ Canned Cocktails

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#readytodrink #cocktails #cannedcocktails #alcoholicbeverage
Published
04/28/2022 by

Just in time for summer, Betches, the female-led and owned media and entertainment company known for its humorous and relatable commentary on being a Millennial woman, is proud to announce the release of Faux Pas™ -- a ready-to-drink canned cocktail brand developed in partnership with Spirit of Gallo. The ready-to-drink category has grown rapidly in recent years, projected to become even larger than the Spirits and Wine categories combined by 2024 and driven in large part by the consistent growth and demand for pre-mixed canned cocktails. Faux Pas™ canned cocktails debut with four flavors: Grapefruit & Orange Tequila Soda, Lemon & Mint Vodka Soda, Bartlett Pear Vodka Mule and Spicy Mango Margarita.

Betches launched in 2011 as one of the first digitally native publishers to lean heavily into Instagram, building a community of over 48MM -- mostly Millennial and Gen Z women. The company's network of Instagram accounts is responsible for some of the most shareable and culturally relevant memes and content and Faux Pas™ will be its first co-branded alcohol offering. A leader in innovation, Spirit of Gallo has brought several brands to market in recent years, including High Noon® Hard Seltzer and Pink Whitney® Vodka, leveraging major media partners to help successfully grow these brands to leadership positions in their respective categories. With Faux Pas™, Gallo and the women behind Betches are looking to become the only canned cocktail brand with a dedicated media platform and products that are truly authentic to Betches' passionate community.

"We're excited to introduce Faux Pas™ to our audience because we made it specifically for them," said Jordana Abraham, co-founder of Betches and Chief Innovation Officer. "My co-founders, Aleen Dreksler and Sami Sage, and I are especially proud to create an alcoholic beverage that we feel appeals to women the way no other drink in the market does. We're especially proud to have made a drink that celebrates female friendships grounded in realness and laughing together at our faux pas'."

Faux Pas™ features some of the leading and most widely recognized cocktail types and elevated flavors that were crafted with a unique Betches twist. Each of the canned cocktails is made with real vodka or real tequila and contains 8% alcohol by volume. The products are also gluten-free and made with no artificial flavors (or friends) with vibrant, hard-to-miss designs complete with the Betches logo and its trademark humor within the drink descriptions. Whether you're telling your life story to your cab driver or responding to everyone's Instagram story as if it's personally directed at you, Faux Pas™ is all about encouraging Betches community to laugh at their faux pas'.

"With the unprecedented ready-to-drink category growth, we've seen pre-mixed canned cocktails proliferate in the marketplace, making it more challenging than ever for new brands to break through the clutter and resonate with consumers in a meaningful way," said Britt West, Vice President and General Manager of Spirit of Gallo. "That's why we're excited to bring a unique canned cocktail offering to the market that's co-created, co-branded, and promoted by Betches. Betches has consistently met the needs of their audience with fresh content and highly relatable products and Faux Pas™ will be no exception. We're excited to impart Gallo's industry expertise to build the brand and are confident that Faux Pas™ canned cocktails are absolutely going to resonate and over-deliver on quality and on taste."

Faux Pas™ is now available in independent stores and select chains across 16 states including CA, NY, TX, IL, FL, MA, NJ, CO, OH, WA, GA, MD, DC, VA, PA, TN (Nashville Only). Faux Pas™ canned cocktails are available to purchase in four-packs of 250ml cans with a suggested retail price of $12.99. For more information, visit fauxpascocktails.com and @drinkfauxpas on Instagram.

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