Will The Canned Whiskey Highball Become The New RTD Beverage Of Choice?
The rise in popularity of seltzers as a ready-to-drink (RTD) led to drinkers seeking out other non-beer alternatives to satiate their thirst for canned alcoholic drinks. Enter the pre-mixed drink boom with bases such as vodka, gin, and whiskey. "The consumer is figuring out that a quality base spirit makes for a great canned cocktail, and they're experimenting with brands they know and love already," Sandra Spalding, market director at Texas-based Twin Liquors, told Market Watch in 2021. Spalding also discussed how canned whiskey drinks were particularly growing in popularity.
Suntory, the famed Japanese whiskey brand, was a driving force behind making whiskey-based canned cocktails ubiquitous. In hopes of reaching consumers who may have been adverse to drinking a strong spirit, Suntory turned their focus to the mixed drink as they introduced highball bars — machines that dispensed ready-made cocktails — and canned whiskey drinks. "That changed the attitude of Japanese consumers," Hiroyoshi Miyamoto, Suntory's global brand ambassador, told The Guardian in 2013. The canned Suntory beverages were placed in grocery stores — and even vending machines — around Japan, and quickly became top sellers.
Not long after, Suntory took over Jim Beam in 2014. They looked to expand outside of Japan and focused on Australia as a test market before hitting U.S. retailers, per Reuters. Once again, their canned whiskey cocktails flew off the shelves. In short order, Suntory launched canned drinks in the United States, and the whiskey RTD explosion was underway.
Jim Beam releases a variety of flavored RTDs
In 2021, whiskey lovers stateside were treated to canned whiskey drinks that drew from American classics. Jim Beam (under Beam Suntory) released their Jim Beam Classic Highball and Jim Beam Ginger Highball drinks. The company hoped to appeal to consumers who wanted to try a new RTD. "We know that so many drinkers get tired of beer and crave something refreshing, lighter and more balanced," Malini Patel, managing director for the James B. Beam Distilling Co. at Beam Suntory said in a press release, per Beverage Industry.
The Jim Beam-based drinks were a hit, and the popular bourbon brand looked to expand their canned cocktail reach. A couple years after their first RTDs hit the market they introduced their Kentucky Coolers in March 2023 which had four new flavors: Strawberry Punch, Black Cherry Lemonade, Sweet Tea Lemonade, Citrus Punch. According to Heather Boyd, Beam Suntory Managing Director of RTDs, North America, the company wanted to bridge "gaps in the current flavor profile offerings," per PR Newswire.
Jim Beam was not the only North American whiskey company to make a splash in the canned highball market. Crown Royal released three RTD flavors in March 2021 including Washington Apple, Peach Tea, and Whisky & Cola. The rye makers hoped their pre-made drinks would appeal to both whiskey drinks and those who enjoyed a good cocktail. Not long after, another major whiskey brand released their own RTD as whisky highballs became a go-to alcoholic drink in the U.S.
Canned Jack Daniel's was an instant hit
Jack Daniels entered the RTD fold in 2020, but initially only offered their pre-made drinks regionally. After faring well, they decided to launch their canned highballs nationwide in March 2022 with three flavors: Jack & Cola, Jack Honey & Lemonade, and Jack Apple Fizz. "By pairing the bold and unique flavor of Jack with the convenience of a spirit-based cocktail, we're giving even more friends the opportunity to enjoy our Tennessee Whiskey," Dallas Cheatham, Jack Daniel's RTD Brand Director said in a press release at the time, per BevNet.
The canned highballs from the iconic Tennessee-based whiskey brand were a hit, and became an entrypoint for those who were not usually fans of the high octane spirit. "I only really drink Jack Daniels from the canned stuff. Super good. Especially the Cola and Honey ones," one drinker tweeted. "Y'all go and get those Jack Daniels canned drinks from the liquor store, 10/10," another fan wrote. Not only did the recognizable brands such as Jack Daniels and Jim Beam find success, but smaller brands were embraced by RTD lovers.
While ranking premixed canned cocktails in February 2023, Tasting Table showed love to a couple lesser-known whiskey RTDs. They ranked Slow & Low Rock and Rye at number three on their list, and Tip Top Proper, which features canned versions of Manhattan and Old Fashioned cocktails, came in at number two. If the trajectory of canned whiskey highballs continues then it could become the preferred on-the-go alcoholic drink.