Co-creating a ready-to-drink cocktail brand through a new model of authenticity, connection, and craft.

The ready-to-drink category was booming but saturated, filled with look-alike launches that chased trends instead of building trust. A new approach was needed, one that created real connection. Co-creation replaced convention, bringing consumers into every stage of the innovation process, from flavor and form to story and design. Immersive social gatherings, including SRG’s HYPE PARTY™, revealed how people discover, share, and talk about drinks in real life, inspiring flavors and experiences grounded in authenticity and belonging. Culinary innovation shaped layered flavor profiles, while design and storytelling translated craft and community into a cohesive brand world.

The work reignited excitement in the ready-to-drink category, delivering a top-performing launch, early retail commitment, and a scalable co-creation model now driving multiple brands in development.