Write-Off wants to make sure the “three-martini lunch” can happen anywhere. The canned martini brand launched this summer with three 8% ABV vodka-based offerings – Lychee Martini, Apple Martini and Espresso Martini – packaged in 12 oz. slim cans.
Write-Off was “designed for the places that should serve a great martini, but don’t,” providing the convenience of a premade craft cocktail. The brand launched in South Carolina, with future expansion planned.
Things that stand out:
- The clean, white packaging with a prominent colorful martini on front is eye-catching and clearly gets across that there is a classic crafted cocktail inside. Any martini fans will be intrigued and likely get craving for the beverage on sight.
- The liquid is certainly vodka-forward, like a true martini, standing out among other ready-to-drink cocktails (RTDs) where other flavors make the alcohol base almost obsolete.
- The Lychee Martini is a standout, with a strong lychee juice taste. Among the three offerings, it most accurately mimicked its bartender-made inspiration.
Things to consider:
- The liquid is clear in spite of the colorful cocktails displayed on the front, creating a bit of a dissonance between expectation and reality.
- The Espresso Martini is heavily sweetened, overpowering any other flavors in the beverage. It also doesn’t have any callouts to caffeine or dairy content – common attributes consumers look for when deciding to pick up a canned espresso martini. Write-Off’s website clarifies that the beverage is caffeine free.
- Few other attributes are displayed on the can, including any nutritional information or if the included spirit is a “premium” product (the can simply states “made with vodka). The drink isn’t necessarily trying to claim it’s a better-for-you or premium beverage. But many of today’s consumers are looking for that information to help with their decision making.
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