ROCHESTER, N.Y. -- Popular flavored-malt-beverage (FMB) brand Seagram’s Escapes will "turn up the color" this fall with the launch of Seagram’s Escapes Spiked, which has more than double the alcohol content of the original Escapes line.
Seagram’s Escapes Spiked will launch in 23.5-ounce cans at 8% alcohol by volume in Escapes top two flavors: Jamaican Me Happy and Strawberry Daiquiri. The original Seagram's Escape line is 3.2% ABV.
The new line will launch in October.
With convenience-store sales making up more than 50% of FMB sales, Seagram’s is specifically targeting the convenience channel for this launch, the company said. “With 80 percent of single-serve volume sold in the c-store space, Spiked is launching in the right channel and bringing the perfect blend of brand, flavors and SKUs to drive success,” said Jennifer McCauley-Topor, associate brand director of Seagram’s Escapes. "Our approach with Spiked was to increase the alcohol content while delivering the same delicious flavor that our consumers have come to expect from Seagram’s Escapes. The brand’s equity in offering high-quality, great-tasting flavors give us confidence that Spiked will be a top competitor in a growing segment.”
Seagram’s Escapes Spiked will be available nationally starting Oct. 1, 2017. The brand will support the launch with an integrated marketing plan that includes digital/social marketing, retail marketing and promotions, sampling and public relations.