BrewDog has launched a range of ready-to-drink canned cocktails under an umbrella brand called Wonderland Cocktail Co.
Made using the finest BrewDog Distilling Company spirits, the Wonderland Cocktail range features a collection of carbon neutral cocktails. The range includes five bar-quality cocktails in a can: Classic Margarita, Espresso Martini, Passionfruit Martini, Classic Mojito and Cantarito Paloma (made using its as-yet-unreleased Casa Rayos Tequila). The range is available to buy via BrewDog’s bars and online shop as well as selected retailers.
Diversifying into a broader range of drinks is a strategic move that allows BrewDog to adapt to changing consumer preferences, expand their market potential, and demonstrate their innovation and craftsmanship.
BrewDog’s track record of innovation is significant, launching non-alcohol options and the world’s first alcohol free beer bar in January 2020. Proud of their Brewers expertise, this new launch continues to demonstrate their skill on a range of beverages beyond beer – showcasing BrewDog creativity and expertise in new ways.
Whilst BrewDog has grown beyond its original feisty challenger brand positioning, it still seems to be permanently seeking to disrupt and innovate – from its products to its communications. This is an element of the challenger mindset that might be described as a relentless ‘distinctiveness mission’.
The growth in ready to drink cocktails, seltzers and non-beer alternatives has been huge. Brewers have been particularly drawn to these segments as their core segment is going through interesting times in the face of changing consumer needs and preferences. This is mainstream rather than ‘out there’ innovation but looks like a good first step on the journey to a broader portfolio.
The challenge? BrewDog is a great brand in terms of name and ethos and its journey has built equity and mental availability to die for… very little of this is relevant to consumers as they enter this new space – the Wonderland Cocktail Co. has a brand building mountain to climb and no guarantee of success… but brands must innovate or die, so we wish them well.