Rapper and producer Travis Scott has launched his own line of hard seltzer called CACTI.

The project is a new venture with Anheuser-Busch and is due to hit shelves in Spring 2021.

Scott was inspired by the flavours of tequila and the light and refreshing taste of seltzer when creating CACTI Agave Spiked Seltzer.

The 28-year-old, his Cactus Jack creative collection, and Anheuser-Busch’s innovation team worked side-by-side to create the flavours, packaging, ingredients, branding, marketing plan and more.

“CACTI is something I’m really proud of and have put a ton of work into,” said Travis Scott. “Me and the team really went in, not only on getting the flavour right, but on thousands of creative protos on everything from the actual beverage, to the can concept, to the packaging and how it is presented to the world. 

“We always try to convey a feeling in our products. I’m a big fan of tequila so I came at it from that angle, too. I’m really excited to put this out in 2021 and see other people be able to enjoy it.”

Fabricio Zonzini, president of Beyond Beer at Anheuser-Busch, said: “We are all about delivering what consumers want, and as a culture-shaping artist, Scott is incredibly connected to his fans and what’s new and next in culture.

“As we continue in our mission to lead industry innovation and optimise our portfolio for the future, I’m excited that we can play a role in bringing to life Scott’s vision to deliver something new to the hard seltzer space.”

CACTI Agave Spiked Seltzer will have a 7 per cent ABV and will be available in three flavours to start: Lime, Pineapple and Strawberry. 

Brewed in Los Angeles and made with 100 per cent premium blue agave from Mexico, the product will be available in 12oz cans sold in a nine count Variety Pack as well as 16oz and 25oz singles sold in Lime and Pineapple.

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