![]() This might sound good to you, and if so I’m happy that you’ve found this as a source of joy, but I do not personally believe flavored seltzer is a good mixer. Bitter, weird, tequila as if you poured tequila into a lime LaCroix. You’d think lime flavor would lend itself nicely to blue agave, since that is how it behaves elsewhere, but I have no choice to report that it does not do so here. I wanted to start with a positive comment because I’m not here to be rude. LIME FLAVOR: On the back of your tongue it does taste like lime.Now all we can do is judge it according to the rubrics Scott outlined. But he did not ask for our input and the product has already been made. What is the fault of Travis Scott, however, is that he used seltzer as the base material in his CACTI™ Agave Spiked Seltzer. It is the fault of seltzer’s carbonic acid, which lends it a false and bitter taste, as well as the fault of humanity’s desire to be part of a group, in the case the group of people who “like” seltzer. Bitter and false, artificially carbonated but lacking any joy smug and boastful in the fact that it is not a sugary soda, while betraying the drinker’s obvious suppressed desire for a sugary soda. I want to say first that my problems with Travis Scott’s spiked seltzer stem primarily from the problem I have with seltzer in general, which is that it tastes bad. How does one “review” passion? How does one pass judgement on the driving creative force within an artist which has made manifest something he has wanted to do not just for a short period of time, but for a while? How does one assess the supposed value in a person’s creative output, from the flavor, obviously, to the can design, packaging, and entirety of the brand world? And moreover, how do I, someone who does not even like non-spiked seltzer, and who is likely not within the target age demographic for this product, attempt to critique the corporate American brand output of the person Forbes calls “corporate America’s brand whisperer”? It seems unfair to Travis Scott, to the notion of creativity, and to of course Anheuser-Busch. In this case, I know from a press release that this line of spiked seltzers from Anheuser-Busch is something Travis Scott “had a strong vision for” and “wanted to do for a while.” He says it was important for him to be “heavily involved in the entire creative process from the flavor obviously, to the can design, packaging and the entirety of the brand world we’ve built.” Now, listen - I know the job of reviewing the merchandise output of famous entertainers seems glamorous, but it can be difficult. The seltzer is 7% ABV and comes in three flavors: lime, pineapple, and strawberry. ![]() The ad comes from director Trey Edward Shults ( Waves) (!) and features a cameo from our beloved Eric Andre you may watch it here. The seltzer, called CACTI™ Agave Spiked Seltzer, was introduced to the world with an ad spot during the Grammys. It’s a fact to which you have no choice but to respond, “okay.” While Scott seems off to a running start, it will be interesting to see how the arrival of celebrity hard seltzer unfolds.Travis Scott has released a line of agave spiked seltzers. Shay Mitchell, Gordon Ramsay, Luke Bryan all have spiked suds hitting the market. Blake Shelton just announced his hard seltzer endeavor. And Scott seems to have opened the flood gates. With CACTI, we’re seeing two major drinks trends-hard seltzer and celebrity spirits- join forces. The IWSR predicts the category will triple by 2023, reaching over 281 million cases a year.Įvery major brand is now offering some form of RTD, from Crown Royal’s whisky and cola to Coca-Cola’s KO excellent boozy iteration of Topo Chico. Drinks market analysis firm IWSR noted that over the last few years the hard seltzer sector has boomed, growing by 346% in 2017, 246% in 2018 and 214% in 2019. The launch helped Anheuser-Busch capture 19.5% of the overall share of the seltzer category, up 20% from the prior-held 16.3%.Īfter White Claw’s complete coup of the drinks scene back in 2019, the hard seltzer category has proved a vital one for major spirits companies to capitalize on. ![]() While the company also owns Bud Light Seltzer and Michelob Ultra Organic Seltzer, CACTI is perfectly poised to become a front runner in the category. The agave-accented hard seltzer is quickly becoming a prized pony for Anheuser-Busch. incredibly connected to his fans and what's new and next in culture," said Fabricio Zonzini, President of Beyond Beer at Anheuser-Busch. "We are all about delivering what consumers want, and as a culture-shaping artist, Scott is.
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