As the ready-to-drink alcohol market continues to evolve, a new player aims to take advantage of the increasing demand for premium beverages made with authentic spirits and natural ingredients. Phreshly, a cocktail brand based in Atlanta, has made a comeback after a brief stint in the market in 2022. The company offers its products, which contain 6% alcohol by volume, as “an elevated and culturally-inspired cocktail experience.” Phreshly emphasizes that its ingredients are sourced from minority-owned farms.
Targeting consumers who seek a more sophisticated alternative to popular hard seltzer brands like White Claw and Truly, Phreshly co-founder and CEO Paul Owusu stated in a Food Dive interview that the brand reflects what modern drinkers desire. “Seltzers are no longer cool for most adults,” he remarked. “We are appealing to the contemporary drinker searching for better-for-you options and innovative, flavorful experiences.”
Phreshly currently offers two products on its website and in select retail locations across Georgia, Iowa, and Wisconsin. One of these offerings, Bay Lemonade, combines aged bourbon, strawberry, and lemon, sweetened with agave to evoke the essence of Bourbon Street in New Orleans. The second product, G’iddem, is a blueberry daiquiri featuring rum, inspired by the West African heritage of both founders.
The concept for Phreshly emerged during the pandemic in 2020 when Owusu began experimenting with cocktail recipes after being inspired by a blend mentioned in the HBO series “Insecure”—a mix of Prosecco and a hint of vodka. When he shared his successful recreation on X, formerly Twitter, it quickly went viral.
Owusu and business partner Ama Marfo conducted an analysis of IRI data and surveyed 6,000 consumers aged 25 to 45 to identify gaps in the ready-to-drink cocktail category. Their findings led them to create beverages that utilize real spirits instead of the malt typically used by seltzer brands like White Claw. Phreshly launched online in March 2022 before expanding into select retail and restaurant locations, where they rapidly sold out of their products.
The co-founders decided to pause and reassess their strategy. “Even though we experienced significant growth, it was crucial to revisit our ‘why?’,” Owusu remarked, noting that the brand had been off the market for over a year. “Since then, our customers, brand positioning, and voice have matured.” Feedback from consumers allowed the brand to refine its focus following the initial launch, leading to a redesign of its packaging after realizing that the previous version did not stand out among malt-based seltzers. They also recognized that their cocktails pair well with a variety of culturally diverse dishes, including baba ganoush, jollof rice, and jambalaya.
“We discovered that our customers wanted us to delve deeper into our cultural influences and mixology expertise—something most brands can’t claim today,” Owusu shared. Additionally, the brand is committed to incorporating health-oriented elements, such as Citracal and Vitamin D, into its offerings, ensuring that they not only provide a delightful taste experience but also promote wellness.