Subourbon Life: Revolutionizing Ready-To-Drink Bourbon Cocktails

Subourbon Life Ready-To-Drink Bourbon Cocktails

Not your grandfather's bourbon: How a female founder is disrupting the RTD industry with premium, barrel-aged bourbon cocktails

In a market saturated with carbonated seltzers and vodka-based drinks, Subourbon Life is carving out an entirely new space in the ready-to-drink category with its premium, non-carbonated bourbon cocktails—redefining how consumers experience America's native spirit.

Reimagining Bourbon Cocktails For A New Generation

Subourbon Life is the brainchild of founder, Jen Hardell, whose passion for bourbon led her to recognize a significant gap in the market. While deeply appreciating bourbon's rich traditions, Hardell noticed the spirit often felt too formal or limiting for casual social gatherings.

"Traditional bourbon has long been associated with an 'old boys' club' mentality – enjoyed neat or on the rocks, typically as a nightcap," Hardell explains. "I wanted to create something that maintains bourbon's authenticity but makes it more approachable and versatile for daytime occasions, outdoor gatherings, and social connections."

The result is a line of premium RTD cocktails that feature authentic 6-year barrel-aged bourbon with a high rye corn mashbill, blended masterfully with all-natural ingredients. Unlike most canned cocktails on the market, Subourbon distinguishes itself with zero carbonation, natural sweetness, and a refreshingly smooth, crushable quality perfect for any occasion.

A Convenient, Ready-To-Drink Option For The "Bourbon Curious"

Where most RTD bourbon options lean heavily on traditional masculine packaging and marketing, Subourbon Life's vibrant, colorful cans and inclusive messaging are deliberately designed to attract both bourbon enthusiasts and those new to the category.

Subourbon Life Bourbon Pink Lemonade

"We're creating an approachable gateway for the 'bourbon curious,'" says Hardell. "Women dominate canned cocktail consumption but traditionally drink less bourbon. We're changing that by offering a light, refreshing taste with zero bubbles that converts non-bourbon drinkers while still appealing to connoisseurs who appreciate quality."

Each 12oz sleek can contains 5% ABV and is made without any artificial sweeteners or ingredients. The cocktails are also gluten-free and subtly sweet.

The Lineup: Bourbon Pink Lemonade, Bourbon Iced Tea & Lemonade, Bourbon Margarita

  • Bourbon Pink Lemonade & Mint - The flagship offering combines bourbon with pink lemonade and a hint of fresh mint. As the brand describes it: "This is a feeling. This is a vibe."

  • Bourbon Iced Tea & Lemonade (The Palmer) - A bourbon twist on the classic Arnold Palmer, featuring crisp iced tea, lemonade, and a touch of honey.

  • Bourbon Margarita - A revolutionary take on the margarita that brings the party to bourbon. With bourbon, lime, and a touch of citrus, this expression is for celebration.

Additional flavors are on the horizon for 2025.

Subourbon Life's Rapid Growth In A Saturated RTD Cocktail Market

Subourbon Life Bourbon Pink Lemonade

Since launching in July 2024, Subourbon Life has already achieved impressive market penetration in New Jersey, available in over 120 locations including Total Wine & More, Gary's, ShopRite, Super Buy Rite and Bottle King.

Additionally, Subourbon recently expanded into the New York and California markets and launched their direct-to-consumer online ordering at the beginning of 2025. With national interest growing, the brand is poised to move into additional markets before year-end, including Pennsylvania, Louisiana and Florida.

In less than a year, Subourbon has secured numerous significant partnerships with high-profile organizations, including Super Bowl LIX, New York Racing Association (NYRA), and Live Nation Entertainment.

Positioned For Ready-To-Drink Domination

In a competitive landscape where most RTD options are carbonated and rarely made with bourbon, Subourbon Life occupies a unique white space. Industry experts have already begun to take notice, with one publication noting, "It's to bourbon what High Noon is to vodka: a category-defying standout with no real competitor." Subourbon recently received the Silver Medal in the RTD category at the Denver International Spirits Competition.

With its premium ingredients, female founder's perspective, and innovative approach to bourbon, Subourbon Life is poised to lead the next evolution in the ready-to-drink category—showing that bourbon can be modern, inclusive, and perfect for daytime social occasions without sacrificing quality or authenticity.

As Hardell confidently states: "We're not just creating a product; we're bourbonizing the spirits industry."

For more information, visit subourbonlife.com.

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