This is effectively how you transform the national drink of Finland into canned pablum, wrapped in vaguely attractive words like “citrus.” If the company actually had any respect for the drink, they’d be presenting it as a gin-based beverage, instead of ripping off that flavor profile in an attempt to do things as cheaply and efficiently as possible. In making its instructions to vendors in how they should sell Bevy, Boston Beer Co.’s selling point is supposedly that the product is “a hard citrus refresher, with a great story to back it up,” despite the fact that the company has no respect for that story they reference. You’ll have to forgive me now for the fact that we’re about to do some editorializing, but this trend toward the seltzer-ification of beloved cocktails/mixed drinks smacks of big business cynicism and targeting of the lowest common denominator of consumers, and it deliberately muddies the waters of defining new cocktails that are increasing in popularity in the U.S. It would, therefore, qualify as “hard seltzer” under the still cryptic and ill-defined nature of that product. Like those products, Bevy is made with alcohol derived from malt fermentation, rather than distilled spirits, combined with natural flavors. Specifically, BBC is putting $10 million behind Bevy in an attempt to make Bevy into the next flavored malt beverage (FMB) juggernaut, comparable to the company’s own Twisted Tea or Truly seltzer. is putting behind its new Long Drink brand, which is titled Bevy. Over at Good Beer Hunting, Kate Bernot-a wonderful alcohol industry writer and analyst that literally everyone should read-recently published a piece that specifically details the marketing push that Boston Beer Co. If you’re a product like The Finnish Long Drink, still pushing into new markets and selling American drinkers on the concept, this is pretty much a worst-case scenario-like a local burger place coming up with some kind of hit new concept, only for the McDonald’s next door to start offering an inferior product with the same name and announce intentions to take it nationwide. are going the seltzer route with Long Drink, using malt-derived alcohol for their resulting product and removing its authenticity in the process. And just like in the case of ranch water, major U.S. players want a cut of the action, and the chance to use their economies of scale and distribution networks to reshape the American consumer’s idea of Long Drink before it ever has a chance to get truly established on a wider level. The Finnish Long Drink is currently produced in a variety of flavors and sold in 15 states. The Long Drink business, in other words, is booming. They’re currently available in 15 states, and the $14 million they intend to sell in 2021 is an almost threefold increase in sales from last year. market, selling a premixed cocktail made in the traditional manner, with gin and grapefruit soda. Since that time, The Finnish Long Drink has been a rousing success on the U.S. in earnest by a company going by The Finnish Long Drink in 2018. Long considered the national drink of Finland since the 1950s, and also known as lonkero, Long Drink is a cultural staple in Finland that is sold in canned form by many companies, but it was brought to the U.S. Long Drink is something we’ve been aware of for a while, and a beverage that I occasionally have around the house, considering that my wife has become particularly fond of this refreshing combination of gin and grapefruit soda. This is what happens when a buzzy new cocktail/mixed drink with a marketable name begins to gain wider traction-the term is bastardized until the dominant brand bearing the name “ranch water” has next to nothing to do with the actual cocktail/drink that originated the term ranch water. This is something that was bugging me recently when I wrote about the influx of new “ranch water” brands on the market, almost all of which are malt-based seltzers trying to somehow capture “tequila” flavor without actually having any tequila in them. And folks, these companies are rarely disappointed by the results of such cynicism. These companies do not exactly hold the rank-and-file drinker in high esteem, and the assumption is pretty much always that the consumer will simply purchase whatever they’re told to purchase without questioning its origin or authenticity. If there’s one truism that can be depended upon in the marketing strategy of pretty much any international alcohol company, it’s the assumption that the average American consumer either doesn’t know or care much about what they’re drinking.
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