Some notable trends right now in the ready-to-drink cocktails universe are low-and-no alcohol options, full flavor recipes, and drinks made with all natural ingredients. And Rebecca Styn of Blind Tiger Cocktails — which first debuted with Blind Tiger Spirit-Free RTD Cocktails and, more recently, Blind Tiger Speakeasy Spirits alcoholic ready-to-drink cocktails — knows first-hand about these trends and what many discerning consumers are looking for in a canned concoction.
RTD: Rebecca, it's so nice to finally catch up with you. We know you've been incredibly busy continuing to grow your spirit-free cocktail brand while also launching your new, spirited lineup. Please let our readers know a little bit more about Blind Tiger.
RS: Blind Tiger re-imagines vintage cocktails with modern twists, using clean-label high-quality ingredients to craft spirit-free and low-abv drinks with the complexity of their traditional counterparts. Evoking nostalgia, sophistication, and timeless ritual, whether consumers drink or not, Blind Tiger ensures everyone feels part of the occasion.
RTD: Sounds like you've got all your bases covered. But with so many other options available on store shelves these days, what are some things consumers would like to know that sets Blind Tiger apart from the competition?
RS: Blind Tiger Speakeasy Spirits distinguishes itself in the ready-to-drink (RTD) market through several key features:
- Lower ABVs - With an ABV of 6.9%, Blind Tiger offers a balanced option for those seeking a moderate alcohol content.
- Authentic Cocktail Replication: Each beverage replicates classic cocktails with a twist, utilizing traditional spirits such as tequila, gin, and vodka.
Lavender Margarita: A sparkling tequila cocktail blending lemon juice with lavender, cherry, and juniper flavors.
Southside Mojito: A refreshing vodka cocktail infused with mint, lime, and juniper.
Bee's Knees: A classic gin cocktail enhanced with lemon and pure orange blossom honey.
- All-Natural Ingredients: Blind Tiger is committed to using all-natural components, ensuring a rich and complex flavor profile without artificial additives.
- Prohibition-Era Inspiration: Drawing from the mystique of the Prohibition era, the brand's name, "Blind Tiger," refers to clandestine establishments that sold alcohol illegally during that time.
RTD: You seem to have found your niche for sure, and that is paramount in such a competitive space. Speaking of which, what was it that motivated you to enter the highly competitive RTD beverage business?
RS: Blind Tiger launched with spirit-free cocktails, capturing the demand for high-quality, non-alcoholic options, and we remain committed to this primary focus. However, we're also capitalizing on our brand's growing reputation and the rising consumer demand for lower-alcohol ready-to-drink (RTD) beverages. While the non-alcoholic market grew by 5% in volume in 2023, the RTD market surged by 11.4%, driven by consumer interest in high-quality, innovative flavors and lower ABV options.
This momentum has guided our entry into the low-alcohol RTD segment with carefully crafted drinks inspired by classic cocktails, featuring popular spirits like vodka and tequila. Our initial launch only includes Michigan and Pennsylvania. Through established relationships, we’ll leverage the same knowledgeable teams and retailers for a seamless rollout.
Additionally, we’ll use e-commerce to reach our direct-to-consumer (DTC) audience, offering these new varietals to existing customers and gaining valuable insights for expansion into future markets. This strategic launch allows us to test consumer response while staying true to our mission of creating inclusive drinking experiences for all.
RTD: What challenges did you face as you entered into the RTD cocktail business and before you had gained that momentum?
RS: Entering the RTD business brought familiar challenges, much like those I faced in the non-alcoholic arena, particularly around carving out a niche in a competitive market, scaling to keep production costs down and increasing margins, and educating consumers on the benefits of quality, lower-alcohol options.
One key difference, however, lies in navigating the varied statewide regulations, requirements, and taxes specific to RTDs, which add another layer of complexity. Each state has unique demands, often requiring adjustments in pricing, distribution, and compliance.
Securing retail placement with our current distributors will be crucial, especially in a market where established brands already dominate. We will continue to focus on consumer education and samplings. This process has required patience, persistence, and flexibility—traits I’ve built over time from my journey in the CPG and beverage market.
RTD: Those are all big hurdles to overcome and we're sure you'll be victorious. Which leads to our next question: what would you consider your and your brand’s greatest victories and triumphs up to this point?
RS: Our greatest triumphs to date have mainly been in the spirit-free realm, where we've built a brand that resonates with a growing community of mindful consumers looking for high-quality, alcohol-free options. With 100% year-over-year growth (222% in 2023) and expanding retail and distribution, our impact continues to grow.
Our spirit-free formulas mirror their spirited counterparts in flavor, delivering a true cocktail experience—and this quality has been recognized with 33 prestigious awards from top national and international competitions. A highlight is our Bee’s Knees spirit-free cocktail, which has won three consecutive Double Gold Awards and was a Best in Class Finalist at the San Francisco World Spirits Competition. These accolades affirm the authenticity and full-flavored experience of our spirit-free offerings, showing that classic cocktails can be celebrated without alcohol. We hope that our spirit-based RTDs will follow in their footsteps.
Additionally, we’ve built a brand identity that goes beyond just beverages—it’s about inclusivity and giving people a way to celebrate without compromise. The community we’re growing is a huge triumph in itself, as we see our products bring joy and connection, whether on store shelves, at events, or in people’s homes.
RTD: That's fantastic growth and clearly your brand has connected with consumers. Did you go in blindly and figure it all out as you went along, or did you have any mentors in the RTD industry who helped guide you?
RS: Dan DeSimone, owner of the Start-Up Wine & Spirit Company, has been a pivotal mentor in my journey within the ready-to-drink (RTD) industry. With over 30 years of experience spanning food production, sales, and marketing in both alcoholic and non-alcoholic beverages, Dan offers a comprehensive understanding of the beverage sector.
His company specializes in assisting brands of all sizes by providing tailored support across various facets of brand development, including sales strategies and marketing initiatives. Our collaboration has been instrumental in understanding the complexities of the RTD market.
Dan's insights have been invaluable in refining our product offerings and enhancing our market presence. His mentorship has not only facilitated our growth but also deepened my understanding of the industry's nuances.
RTD: It's always good to have a little help when you're first starting out and it sounds like Dan and his company were exactly what you and Blind Tiger needed as you embarked on your journey. With all that you've learned from Dan and your own experiences in the industry thus far, what excites you the most about the RTD industry as a whole?
RS: What excites me most about the RTD industry, especially with Blind Tiger Speakeasy Spirits, is the incredible momentum toward inclusivity and innovation. The RTD space has rapidly evolved, moving beyond convenience to truly embracing variety and quality.
Consumers today are looking for options that meet their lifestyles and values—whether that means traditional cocktails, low-ABV alternatives, or fully non-alcoholic choices. This shift opens up endless possibilities for brands like ours to create memorable, mindful experiences for all types of social occasions.
RTD: "Memorable, mindful experiences." Love that! Beyond those types of social experiences, what other trends do you see occurring with ready-to-drink cocktails?
RS: Some of the trends we have seen in both the alcoholic and non-alcoholic space include:
- Premiumization: Consumers are increasingly seeking high-quality, craft-inspired RTD cocktails that offer authentic flavors and sophisticated experiences.
- Health-Conscious Option: There's a growing demand for RTD beverages that align with health and wellness trends. This includes low-alcohol, low-sugar, and organic options, catering to consumers seeking mindful drinking experiences.
- Innovative Flavors and Ingredients: Brands are experimenting with unique flavor profiles and ingredients to captivate consumers. This includes the incorporation of exotic fruits, botanicals, and even functional ingredients that offer added benefits.
RTD: You're definitely spot on with those trends going forward. But looking back, if you could go back in time, what advice would you give yourself about the RTD cocktail business?
RS: If I could go back in time, I’d tell myself to embrace patience and flexibility more. There’s a constant learning curve with production, distribution, and scaling, and it’s essential to allow time for refining each stage of the process. We are all worried about cashflow and refining a brand isn’t a cheap date, but it’s also part of the process for most.
I would also emphasize the importance of building strong, strategic relationships early on—whether with suppliers, distributors, or retailers. The right partnerships can open doors and help navigate the inevitable challenges in a fast-evolving industry.
RTD: So if you knew then what you know now, would do it all over again or do anything differently if you had a time machine and an "undo" button?
RS: I think all of us have things we would have done differently in any process. However, I also trust that the journey was intended to unravel just as it did. I try to not to reflect too much on the past, except to learn from it, and rather focus on moving forward.
RTD: Wiser words have never been spoken. Fate, faith, or whatever you want to call it, owning your past choices and moving ahead is a critical skill required for success in this industry and for all entrepreneurs, actually. So, looking ahead now, what are your thoughts on the future of the ready-to-drink cocktail industry?
RS: As consumers increasingly seek out on-the-go options that deliver a premium experience, we can expect to see RTDs become more sophisticated in both flavor and formulation - an expansion of craft-quality cocktails in a can, as well as more focus on premium ingredients, unique flavor combinations, and artisanal approaches that elevate the drinking experience.
As the RTD market continues to expand, it’s crucial to create space for smaller, emerging brands to thrive alongside the larger, established ones. Smaller brands bring fresh ideas, innovation, and unique perspectives to the industry—often taking risks on new flavors, health-conscious formulations, and sustainable practices that push the entire category forward.
While large brands have the resources and recognition, smaller brands provide variety, agility, and the ability to closely connect with evolving consumer demands.
RTD: And beyond the industry itself, what do you envision in Blind Tiger's future?
RS: Blind Tiger is committed to creating an inclusive, premium drinking experience for everyone, from those who want full-flavor cocktails without the alcohol to those seeking a mindful approach to enjoying a drink.
With each step forward, we’re focused on perfecting our recipes, expanding our distribution, and reaching new consumers who are looking for quality and authenticity in their RTD choices.
Looking ahead, we’re eager to build on our mission of breaking down barriers in social drinking by launching more unique, classic-inspired varietals that celebrate the art of cocktail-making, whether they’re spirit-free or low-ABV.
We see an opportunity to not only grow our presence on retail shelves but also create a lasting legacy in the industry by setting new standards for flavor, transparency, and inclusivity.
RTD: Rebecca, thank you so much for sharing your journey with the RTD Magazine team. We know our readers will enjoy your story and much of what you said will resonate with them as well as those inside the industry. Best of luck to you and Blind Tiger. Cheers!
