Hard Rock expands into the world of canned cocktails
This follows an earlier foray into hard seltzers.
Hard Rock International is broadening the scope of its offerings in the alcohol business: the Hollywood, Florida-based company will begin selling ready-to-drink canned cocktails.
The new products come out of a partnership with Hard Rock and Stewart’s Enterprises, Inc. The two companies had already worked together on the Hard Rock Hard Seltzers Product which debuted last year.
Such drinks mark an interesting marketing gambit for the casino operator.
The drinks will be known as Expert Hard Rock cocktails are due to be available across the United States. Among the flavors available will be three drinking culture mainstays: the margarita, the mojito and the Moscow mule.
The formula for the cocktails will follow that which is served at Hard Rock locations across the world, whether they be the cafes, hotels or casinos.
At 8% alcohol by volume in each 12-ounce can, these drinks pack quite a punch. They can be purchased in single-flavor packs of four ($12.99) and multi-packs of six ($19.99).
Already, distribution agreements have been signed in a number of states. The negotiations between Hard Rock and Stewart’s Enterprises were led by the Broad Street Licensing Group.
According to comments from Hard Rock’s Senior Vice President of Retail and Licensing Kimberly Manna: “We’re excited to further extend the brand into the fastest growing spirits category of RTD cocktails offering our international fan based the chance to bring Hard Rock home.”
Similar affirmative views came from Stewart’s Enterprises. CEO Tony Gaines had the following to say: “Hard Rock Hard Seltzers got off to a great start last year and are sold in stores such as 7-Eleven, Circle K and Total Wine. Both the seltzers and the RTDs were served at events surrounding Super Bowl LIV and people loved the.”
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