Betches, the female-owned media company dominating internet pop culture, enters the booming ready-to-drink market with Faux Pas™ canned cocktails
Betches was launched in 2011 as one of the first native digital publishers to lean heavily on Instagram, building a community of over 48 million people, mostly Millennials and Gen Z women. company’s network of Instagram accounts is responsible for some of the most shareable and culturally relevant memes and content and Faux Pas™ will be its first co-branded liquor offering. A leader in innovation, Spirit of Gallo has brought several brands to market in recent years, including High Noon® Hard Seltzer and Pink Whitney® Vodka, leveraging major media partners to help successfully develop these brands to leading positions in their respective categories. With Faux Pas™, Gallo and the women behind Betches seek to become the only canned cocktail brand with a dedicated media platform and truly authentic products for the passionate Betches community.
“We are thrilled to bring Faux Pas™ to our audience as we designed it especially for them,” said Jordana Abrahamco-founder of Betches and Chief Innovation Officer. “My co-founders, Aleen Dreksler and Sami Wise, and I’m especially proud to create an alcoholic drink that we believe appeals to women like no other drink on the market does. We’re especially proud to have created a drink that celebrates female friendships rooted in reality and laughing together at our missteps.”
Faux Pas™ offers some of the most recognized and recognized cocktail types and high flavors that have been crafted with a unique Betches twist. Each of the canned cocktails is made with real vodka or real tequila and contains 8% alcohol by volume. The products are also gluten-free and made without artificial flavors (or friends) with vibrant, hard-to-miss designs featuring the Betches logo and trademark humor in beverage descriptions. Whether you’re telling your cabbie your life story or responding to everyone’s Instagram story as if it’s meant for you personally, Faux Pas™ is all about encouraging the Betches community to laugh at their faux pas. .
“With the unprecedented growth of the ready-to-drink category, we have seen the proliferation of pre-mixed canned cocktails in the market, making it harder than ever for new brands to break through the clutter and find meaningful resonance. with consumers”, mentioned Britt Westvice president and general Manager of Spirit of Gallo. “That’s why we’re thrilled to bring to the market a unique canned cocktail offering co-created, co-branded and promoted by Betches. Betches has always met the needs of its audience with fresh content and highly relatable products. and faux pas.™ will be no exception. We are excited to pass on Gallo’s industry expertise to build the brand and are confident that Faux Pas™ canned cocktails will absolutely resonate and deliver more quality and taste. »
Faux Pas™ is now available at independent stores and select chains in 16 states, including CA, NY, TX, IL, FL, MA, NJ, CO, OH, WA, GA, MD, DC, VA, PA, TN ( Nashville only). Faux Pas™ canned cocktails are available for purchase in packs of four 250ml cans with a suggested retail price of $12.99. For more information, visit fauxpascocktails.com and @drinkfauxpas on Instagram.
*Source of ready-to-drink statistics: IWSR – United States RTDs Strategic Study 2021
ABOUT BETCHES MEDIA:
Betches Media was founded in early 2011 by lifelong best friends, Aleen Dreksler (CEO), Samantha Sage (CCO) and Jordana Abraham (CIO), and began as a satirical blog aimed at female students. Betches Media was among the first digital native publishers to lean heavily on Instagram as a storytelling platform and audience building tool, leveraging the platform for early earning opportunities. As the audience and landscape have matured, Betches has built a community of 45M – primarily Millennials and Gen Z women – across all platforms, diversifying the business with a growing independent podcast network, 5 billion annual social impressions, newsletters, virtual and IRL events, several NYT bestselling books, a dating app (Ship) in partnership with Match Group, and a successful e-commerce store.
ABOUT SPIRIT OF GALLO
For nearly half a century, the Gallo family has grown its portfolio of spirits, now enjoyed by people around the world on occasions ranging from a day at the beach to a fine after-dinner drink. Best known for E&J Brandy, New Amsterdam and the highly acclaimed High Noon Sun Sips, Spirit of Gallo also offers RumChata, Stratusphere Gin, RumHaven and well-known brands from partners such as The Dalmore, Diplomatico, Don Fulano and Montenegro Amaro. The Spirit of Gallo portfolio is featured on www.spiritofgallo.com.
Contact: [email protected]
(High resolution product images HERE)