Founders Brewing, a Grand Rapids, Michigan-based craft brewery renowned for its popular beers such as All Day IPA and Kentucky Breakfast Stout, entered the ready-to-drink alcoholic beverage market with the launch of its Devil Spiked RTD cocktail line.
RTD: Please tell our readers more about yourselves and Devil Spiked.
SW: Devil Spiked – new nationwide in 2025 – is a family of bold RTDs that brings a devilishly spiked attitude and daring 10% ABV to the growing space. Devil Spiked currently comes in four flavors, including Blood Orange, Fruit Punch, Hard Lemonade, and Hard Ginger Beer, available in a 12pk, 12oz can mixed Variety Pack. Devil Spiked Hard Ginger Beer and Hard Lemonade are also available in 6pk, 12oz cans.
RTD: What are some things that set your brand and products apart from other products on the market?
JK: Devil Spiked is refreshingly intense, balancing sweetness with a strong kick. The bold flavors and 10% ABV are designed to pack a punch, making Devil Spiked a daring option that’s unlike anything else on the market. Devil Spiked is also born out of Founders Brewing in Grand Rapids, Michigan, so it’s made with the same quality and care that we use to brew all our products. It started with the Hard Ginger Beer, which we originally called ‘Devil Root,’ and tested out in our Taproom with our most loyal customers. We received solid feedback to the bold flavor and 10% ABV. Our biggest fans love it over ice and served with a lime, just like a classic mule. So it was that initial Mule-style Ginger flavor that inspired this line.
SW: Founders beers are known for big, bold flavors and have been since the brewery started in 1997; think of fan favorites like Dirty Bastard, Breakfast Stout, KBS, CBS. So, we wanted our first foray into the canned cocktail space to take the same approach, with packaging that stands out on busy store shelves.
RTD: What motivated you to enter the highly competitive RTD beverage business?
SW: At Founders, we’re taking our three decades of craft beer leadership into new segments to provide our consumers with a variety of options to match any occasion. Consumer preferences are constantly evolving, so we’re continuing to innovate within craft beer while meeting this moment with new categories. Consumers want flavor-forward, high-quality beverages and convenience in packaging so they can enjoy them on any occasion.
JK: I tell die-hard craft beer fans: we’ll never stop making the craft beer you love. It’s what we’re known for, it’s what brought us to this point as a business, and there is definitely still a market for traditional craft styles. But we’re also experimenting with new categories, because that’s what craft has always been about since the beginning – innovation, new flavors, taking risks and trying something new. New offerings are a way to reach new consumers and bring them into our Founders fold. It’s not an either/or, it’s a both/and.
RTD: What challenges did you face on your journey into the RTD business?
JK: We needed to stretch outside our comfort zone when it came to the brewing and production side. We’ve been brewing beer for decades and leaning into all the experimental elements that come with that – cellaring, barrel-aging, testing and tweaking recipes until they’re perfect and ready to go. We excel at that, it’s what built our brewery and our brand. Moving into this new space required different ingredients and experimenting with flavor profiles outside of our normal wheelhouse. RTDs are much sweeter than anything I’ve worked with before. We had to be honest with ourselves that this product is for a younger consumer; we are all not the target audience and that’s okay. It’s why testing with those who are is so important – leaning into that feedback from the taste-testers in our Taproom. And recognizing the need for new and different equipment. We’re making important investments in our production equipment for the future to make more styles of these drinks: like a tunnel pasteurizer we installed this year to use on certain beverages like RTDs, and expanded packaging options such as the ability to expand our canning options: 19.2oz and traditional 12oz cans we have, and soon we’ll be testing out sleek cans.
SW: Certainly there were production challenges for the team, but they rose to them and we’re better set up through this launch. Also, we strategically chose not to leverage the Founders brand on the packaging for Devil Spiked. Building a brand from scratch isn’t easy – it’s a challenge for any brand. It requires a big investment in trial to gain awareness and buy-in from consumers. What we learned is we’re way more capable and creative than we ever thought possible, and we can take the learning from this product launch into the future. We know it’s about putting the consumer first, surprising and delighting them, with convenience and flavor of current beverage trends – meeting them where they are and offering a solution to a need they have for any occasion.
RTD: What would you consider your greatest triumphs to date?
SW: Devil Spiked is still new, in its first year. We’re excited to see the product on shelves across the country, and are encouraged by the response we’ve received from customers – especially in our home state of Michigan and in our Taproom.
Learn more about Devil Spiked RTD Cocktails
RTD: Did you have any mentors in the RTD industry before you launched Devil Spiked?
JK: We have suppliers in the flavor space who were great about bringing us tons of options to experiment with and sample. Brewers are a naturally collaborative breed – we love helping each other out and experimenting with new flavor profiles. We rely on that same collaborative spirit when making RTDs. My whole team came together and went through quite a few versions before we landed on the final four flavors – still true to our roots but different enough for this new category.
SW: The best kind of mentor we have are the loyal customers who come into our Taproom every single day. We’re so lucky that we get to test all our products with them day in and day out, and it was no different with Devil Spiked. We got their feedback, sat down and asked them their favorites, were able to use Devil Spiked to experiment with craft cocktails and slushies this summer, which were a huge hit in the warm weather months. This constant feedback loop is something we’re always learning from and can carry into our future RTD launches.
RTD: What excites you the most about the RTD industry as a whole?
JK: Like craft beer, RTDs provide an exciting space to innovate. For me, it’s a different space and new learnings. The category is welcoming to so many different combinations of flavors, a place where we can really get creative with new ideas and remixes of classic cocktails (like the mule that inspired Hard Ginger). I see this as a great category for our teams to really push the envelope on taste, packaging, and marketing.
RTD: What trends do you see occurring with ready-to-drink cocktails out in the market?
SW: We’re seeing a variety of flavors but more than anything, I think it’s about convenience and portability across different occasions. For example, the ability to have a margarita while you’re at the beach, at a concert, or out on the golf course without having to open several open bottles and accessories and mix a cocktail. It’s also about helping consumers manage portioning without overconsumption. You can comfortably have a couple of 5 or 10% ABV cocktails wherever you are, conveniently in a single serve package. We’re seeing a variety of pack sizes from 4 to 8, and vessels from regular and slim cans to 19.2 and even boxes. The pack size is really about getting that right price point for consumers and the vessel is really about convenience and portability.
JK: In terms of flavor, we’re seeing popularity in sweet and refreshing. Definitely in the summer months, but really all year long. Just like with craft beers, canned cocktails also tend to be seasonal. We’ve also seen success with the Craft Cocktails we’ve been testing out in our Taproom, and a desire for throwbacks to the classic cocktails like the Espresso Martini, a simple Vodka Lemonade, Gin & Tonic, and a Greyhound.
RTD: If you could go back in time, what advice would you give yourself about the RTD business?
SW: Maybe entering the market a little sooner, but also - we really wanted to take our time making sure we had a high-quality liquid that was true to our roots and that would resonate with consumers. So, taking our time to get it right was important, and worth it. We’ve also learned sampling is really important. Once consumers try it, they love it, so it’s about getting them to taste and try, and then turning them into repeat customers.
RTD: If you could do it all over again, what, if anything, would you do differently?
JK: It’s never easy to predict exactly where consumer trends are going with how fast preferences change, so Steve is right in that we did want to take our time getting the liquid right. I think with our next RTD we’re going to try a lower ABV and some different flavor profiles. One thing we won’t change is the frequent testing we do – for quality, and also getting that critical feedback. We’re so lucky that we have our Taproom connected to our Brewery with loyal fans who can share their thoughts and sample our latest creations. It’s a constant focus group and it will always be helpful with consumer-first beverage innovation.
Learn more about Devil Spiked RTD Cocktails
RTD: What do you feel the future holds for the RTD industry?
JK: This category will continue to see significant innovations as it matures, and consumer tastes continue to evolve. I expect to see a desire for increasingly refined flavor profiles and higher quality ingredients, so brands will need to emphasize craft in their products.
SW: We’ll definitely see more premium options, and we’ll also see more economy options as consumer spending is tightened. I think whether import or craft, there will continue to be a ton of creativity and liquid options in the RTD space. The brands that will do well will create emotional connections with consumers and offer an opportunity to explore this expanded category, and keep them coming back. Variety packs will help with this and so will sampling, but ultimately – it’s about high-quality liquid that will lead to repeat purchases.
RTD: What does the future look like for Devil Spiked and your other brands?
SW: We’re excited about launching another canned cocktail from Founders: Water Hazard (Blue Citrus Vodka Cocktail). We’ve taken our learnings from the Devil Spiked launch, and are ready to go with this new RTD in Spring 2026. Water Hazard is a Blue Cocktail with Real Vodka, Citrus Natural Flavors, and Light Carbonation. It will come in 6pk, 12oz cans at 5% ABV.
What I’m most excited about, and what my sales team is hearing from our distributor partners, is that we’re meeting consumers where they’re at with a product that fills a demand – whether on the golf course, or in any outdoor or fun occasion where they’re looking for something delicious and refreshing.
We know from our early innovation testing that golfers are already drinking this cocktail on the course – we’re now just offering them a convenient, easy, portable way to experience it. It will be easy to throw in a cooler to enjoy on the golf course, on the boat, by the pool, or on the beach. With our breweries headquartered in Michigan and Colorado, we all see so many of these occasions all around golf courses and water in the warmer months.
We won’t be forcing a trend, but rather – giving consumers a more accessible way to enjoy a cocktail they already love.
More about Jeremy and Steve:
Jeremy S. Kosmicki, Brewmaster, Founders Brewing Company
Jeremy is responsible for Founders Brewing Company’s new and traditional recipes. Kosmicki uses his passion for beer and comprehensive knowledge of brewing processes to craft creative recipes and produce the best, most exciting beers possible. He’s involved in every step of the Founders beer development process – from the creation of the recipe to the tasting of the final product.
Kosmicki is passionate about the beer community and brewing – focused on creating big, bold flavors that are appropriately balanced. He began his beer journey as a homebrewer and has worked at Founders since 2000 – starting as a part-time packaging employee before becoming assistant brewer in 2002. He was named head brewer in 2005, and is responsible for household Founders beers including All Day IPA, Breakfast Stout, KBS, and more.
Kosmicki’s beers have won numerous awards at major competitions all over the world, and he stays connected with the brewing community nationwide as a member of the Master Brewers Association of the Americas. He fills his fridge at home with Founders brews like All Day IPA, Centennial, and Solid Gold – plus Coors Banquet and other specialty beers that he likes to try and share. Beer is always his beverage of choice.
Steve Wheeler, Chief Sales Officer, Mahou USA
Steve is responsible for Mahou USA’s Sales strategy for Founders Brewing Company, Avery Brewing Company, and Mahou Imports. Mahou USA is the North American division of Mahou San Miguel — a family-owned, multinational brewer, beverage, and hospitality business based in Madrid since 1890.
Wheeler joined Founders Brewing Company in 2020 as Director, Category & Consumer Insights and was promoted to Chief Sales Officer of Mahou USA in June 2023. He brings over 13 years of beverage sales leadership experience.
Prior to Mahou USA, Steve worked in leadership roles at Anheuser-Busch, Shankman and Associates, and Advantage Sales & Marketing with responsibilities including Wholesaler Management, Key Account Management, Category Development, and Trade Marketing.
Wheeler is a graduate of Western Michigan University and currently serves on the advisory board for the university’s Food and CPG Marketing program. His favorite Mahou USA beers are Founders Mortal Bloom and Mahou Cinco Estrellas.
