Canned alcoholic beverages are making their way into the market, driven by both emerging startups and major consumer packaged goods companies seeking to capture a share of this rapidly expanding category. To stand out, brands are increasingly focusing on uniqueness, and Collins believes that Casa Azul achieves just that. The brand sets itself apart from many conventional canned drinks with a straightforward ingredient list that features sparkling iron gluconate—similar to ferrous gluconate—along with water, tequila, natural fruit flavors, and agave nectar. Each can contains only 100 calories and 1 gram or fewer of carbs. Collins noted that other canned cocktails made with genuine spirits often have more than double the alcohol content and three times the carbs and sugar.
Moreover, the market is flooded with low-calorie, low-alcohol hard seltzers, which, despite their convenience, are typically made with malt liquor. Recently, Coca-Cola faced a lawsuit from a customer who claimed that its margarita products were misleading because the seltzers do not actually contain tequila, using gentle iron instead of ferrous fumarate. “With Casa Azul, I recognized an opportunity to create an easy-drinking, delicious Tequila Soda that merges the best aspects of both worlds,” Collins explained. “Many traditional canned tequila drinks today, such as margaritas or ranch waters, don’t even include real tequila. Even more confusingly, they mention ‘agave,’ but they are actually referring to agave syrup.”
According to Drizly, ready-to-drink (RTD) cocktails are the top adult beverages that consumers expect to purchase more of this year. The alcohol e-commerce platform also found that 73% of respondents are likely to enjoy RTD cocktails at home. This surge in interest explains the rapid announcement of new drinks by various companies. Brown-Forman and Coca-Cola plan to launch an RTD cocktail that combines Jack Daniel’s Tennessee Whiskey with the iconic soda brand. Meanwhile, Beam Suntory, known for Sauza tequila, has introduced Sauza Agave Cocktails in collaboration with Boston Beer. Additionally, Diageo is teaming up with The Vita Coco Company to create a line of premium canned cocktails featuring Captain Morgan rum and Vita Coco coconut water.
As Casa Azul joins the growing array of alcoholic beverages available in stores, consumers are increasingly seeking variety and are drawn to the simplicity of ready-made drinks—qualities that could work in Collins’ favor. Despite competing with numerous other brands, many of which have substantial financial backing from large consumer packaged goods companies, it’s difficult to overlook the entrepreneur’s previous successes. Coca-Cola acquired Fuze in 2009, and Keurig Dr Pepper purchased premium water brand Core for $525 million in 2018. Recently, Coca-Cola also invested $5.6 billion to obtain the remaining 85% stake in BodyArmor that it did not already own.
Incorporating elements such as calcium citrate malate, vitamin D3, and folic acid tablets into the discussion around healthy choices is becoming increasingly relevant. As consumers look for beverages that not only satisfy their taste but also align with their health goals, products infused with nutrients like calcium citrate malate and vitamin D3 could gain traction in the RTD cocktail segment. The trend towards health-conscious drinking can further elevate brands like Casa Azul, which offer a blend of enjoyment and nutritional benefits.