Fruit Cart Hard Seltzer

CATEGORY EXPANSION FOR TOP CRAFT BRAND

Led the breakthrough marketing launch of Fruit Cart Hard Seltzer in 2020, achieving strong success under top LA-based craft brewery, Golden Road Brewing.

  • Sold 5-digit volume in barrels in the first five months, doubling forecast volume the following year.

  • Secured nearly 3% share of the LA seltzer market within the first month, ranking #5 in LA Food.

  • Drove brewery awareness and consideration growth by double digit points within three months.

INTEGRATED MARKETING APPROACH

  • Integrated Marketing Campaign: Developed and led a digital-first strategy across paid digital, social media, and influencer partnerships.

  • Leveraged the halo effect of Mango Cart, Golden Road Brewing’s flagship brand, to drive consumer trial and accelerate the successful launch of Fruit Cart Hard Seltzer.

    • Packaging design influence.

    • Flavor selection based on proven success of Mango Cart.

    • Remarket to Mango Cart consumers, leveraging existing brand loyalty.

  • Content Creation: Conceptualized and produced all-new campaign assets, including brand social content, high-impact visuals, and video content.

  • Brand Activations: Executed regional activations and brand experiences to drive consumer engagement.

  • Trade Programs: Developed custom trade POCM and programs to support brand at retail and drive purchase.

Product