Cutwater is looking to carve out an RTD niche in Ontario.

Billed as the number one canned spirit-based cocktail in the U.S., Labatt is launching the beverage into LCBO locations exclusively, with consideration for future national expansion, according to the company.

“Consumer demand for choice is continually evolving, with canned cocktails becoming the second fastest growing ready-to-drink sub-segment in Canada in 2022,” says Doug Port, VP of Beyond Beer at Labatt Breweries of Canada. “Bringing Cutwater’s canned cocktails to Canada is another way we’re continuing to expand our product lineup with industry-leading offerings, led by consumer trends and insights.”

To meet consumers where they are, Labatt built a combination of displays, window cling signage and participated in LCBO programs online and in-store. It also ran take overs at two LCBO flagship stores for a month.

Three cocktail offerings – Tequila Margarita, Rum Mojito and Tequila Paloma – are currently available. Labatt says it is looking to expanding to even more offerings in the portfolio (the brand currently sells more than two dozen different varieties in the U.S.).

According to Port, the start of summer is where it typically sees an uptick in RTD purchasing patterns. In addition to getting consumers to try new innovations as the warm weather approaches, the Cutwater launch coincides with the kick off of summer activities, such as baseball games and concerts. To that end, Labatt is also making Cutwater available at the Rogers Centre and Budweiser Stage in Toronto.

Port says that Cutwater’s differentiator is that it authentically delivers on the bar-quality taste, while providing the convenience of a ready-to-drink beverage. The brand began life in a small San Diego distillery before blowing up stateside.

“Our Beyond Beer portfolio, supported by our industry-leading innovations team, is a large area of focus for Labatt as a company,” Port says. Buyers, with their ever-evolving tastes and desires for variety, are the driving force behind the company’s continued portfolio expansion.

The Beyond Beer lineup already includes Nutrl, Mike’s Hard Seltzers, Bud Light Seltzers, Okanagan and Brickworks.

Mosaic handled the shopper marketing, while Veritas is assisting with PR support.