RENO, Nev. — Ennoble Beverages announced today that it is reshaping the flavored malt beverage category with the launch of the first-ever, all-natural flavored malt-based ready-to-drink (RTD) Bloody Mary cocktail: Tipsy Tomato and Frank’s Red Hot Bloody Mary.
“Ennoble Beverages is a new, innovative adult beverage company that leverages its advanced malt technology expertise to bring the cocktail spirit-based drinking experience to the beer aisle of your favorite stores,” said Scott Varner, vice president of national accounts and marketing for Ennoble Beverages. “Currently, beer is losing sales to spirits and wine, and our goal is to bring more diversity and purchase occasions to the retailer’s beer section. We can do that with malt. Beer sections must innovate to offer more diverse usage occasions and we’ve become a breath of fresh air to the beer distributor and retailer with Tipsy Tomato and Frank’s RedHot Bloody Mary.”
Tipsy Tomato (5.5% abv) combines California ripe tomatoes, Sriracha sauce (crushed peppers with garlic and vinegar), and the natural flavors of celery, lime, and lemon. A dash of salt makes the fresh taste of this classic Bloody Mary come to life. Cayenne pepper is added to bring some heat to the extra spicy version. Both are available in a signature 16 oz. single can serving for a targeted retail price of $1.99 or as a 4 pack/16 oz. cans for a targeted retail price of $7.99.
Frank’s RedHot Bloody Mary (5.5% abv) combines Frank’s RedHot sauce with all-natural ingredients including California ripe tomatoes, celery, lime juice, seasoning salt, and Worcestershire to deliver a Bloody Mary with the distinctive Frank’s RedHot flavor that consumers trust and love. Frank’s RedHot Bloody Mary is sold in 4 pack/12 oz. glass bottles with a targeted retail price of $8.99 per pack.
Initial launch states for Ennoble’s RTD Bloody Mary’s are in the upper Midwest and Northeast / Mid-Atlantic regions. Major distributors including Breakthru Beverage, Dahlheimer Beverage, Beer Capitol, and Frank Beverage Group have been established in: Kansas, North Dakota, Minnesota, Wisconsin, Ohio, Pennsylvania, New York, Connecticut, Rhode Island, Vermont, Maine, and West Virginia. Initial distribution is being supported with consumer sampling programs. Early sales in the convenience, grocery and liquor store channels are exceeding company expectations.
“We are very excited about the launch of our Bloody Mary drink line,” said Wes Lewis, CEO of Ennoble. “We have created and are marketing a great tasting, classic Bloody Mary that will appeal to everyone who enjoys the popular brunch-time libation. We have had excellent feedback on the line so far and are planning new flavored malt-based beverages and packaging concepts to roll out in the months ahead. There are more than 1 billion Bloody Mary cocktails consumed each year in the U.S. and that is why we decided that an RTD malt-based Bloody Mary should be our first offering.”
Retailers without a spirit’s license can now offer their consumers a new and incremental opportunity. Unlike spirit-based RTD beverages, Tipsy Tomato and Frank’s RedHot Bloody Mary can be sold anywhere beer is sold at nearly half the price per serving of spirit-based competitors.
“Neutral malt-base is an under-developed format offering multiple benefits throughout the supply chain,” said Varner. “Tipsy Tomato is a truly groundbreaking and highly differentiated product offering in the beer category that addresses a critical consumer need for great tasting products made with premium ingredients at a fraction of the cost of spirts-based RTD products. Our Bloody Mary drinks can also be sold anywhere beer is distributed and affords beer retailers and distributors a truly incremental sales opportunity without cannibalizing their existing portfolio.”
The senior leadership team at Ennoble Beverages has a combined 70-plus years’ experience in launching and developing new products in new markets across the U.S. Some notable examples include, Pete’s Wicked Ale, Mike’s Hard Lemonade, Trumer Pils, Beck’s and Heineken.
Founded in 2017 to address a unique opportunity in the marketplace with first-mover advantage, Ennoble Beverages provides its customers and consumers the highest quality and most innovative adult malt-based beverages on the market today. Its marquee products include the world’s first ready-to-drink malt-based Bloody Mary: Tipsy Tomato and Frank’s RedHot Bloody Mary. Ennoble Beverages plans to expand its portfolio of RTD malt-based cocktails with two new products that will deliver on similarly large volume opportunities with well-known brands.