Media company launches own RTD canned cocktail
Betches, the female-led and owned media and entertainment company, is announced the release of Faux Pas – a ready-to-drink canned cocktail brand developed in partnership with Spirit of Gallo.
Faux Pascanned cocktails debut with four flavours: Grapefruit & Orange Tequila Soda, Lemon & Mint Vodka Soda, Bartlett Pear Vodka Mule and Spicy Mango Margarita.
Betches launched in 2011 as one of the first digitally native publishers to lean heavily into Instagram, building a community of over 48MM — mostly Millennial and Gen Z women.
With Faux Pas, Gallo and the women behind Betches are looking to become the only canned cocktail brand with a dedicated media platform and products that are truly authentic to Betches’ passionate community.
“We’re excited to introduce Faux Pas to our audience because we made it specifically for them,” said Jordana Abraham, co-founder of Betches and Chief Innovation Officer.
“My co-founders, Aleen Dreksler and Sami Sage, and I are especially proud to create an alcoholic beverage that we feel appeals to women the way no other drink in the market does.
“We’re especially proud to have made a drink that celebrates female friendships grounded in realness and laughing together at our faux pas’.”
Faux Pas features some of the leading and most widely recognised cocktail types and elevated flavours that were crafted with a unique Betches twist.
Each of the canned cocktails is made with real vodka or real tequila and contains 8% alcohol by volume.
“With the unprecedented ready-to-drink category growth, we’ve seen pre-mixed canned cocktails proliferate in the marketplace, making it more challenging than ever for new brands to break through the clutter and resonate with consumers in a meaningful way,” said Britt West, Vice President and General Manager of Spirit of Gallo.
“That’s why we’re excited to bring a unique canned cocktail offering to the market that’s co-created, co-branded, and promoted by Betches.
“Betches has consistently met the needs of their audience with fresh content and highly relatable products and Faux Paswill be no exception. We’re excited to impart Gallo’s industry expertise to build the brand and are confident that Faux Pas canned cocktails are absolutely going to resonate and over-deliver on quality and on taste.”