Welch’s, renowned for its childhood-favorite juices, quietly unveiled its latest innovation on Friday: a canned cocktail line reimagining classic flavors with a boozy twist.
Teaming up with Oklahoma-based Coop Ale Works, known for its array of IPAs, Welch’s introduced Welch’s Craft Cocktails. The vibrant lineup includes Vodka Cranberry, Vodka Transfusion, and Watermelon Mule, each boasting 5.9% ABV and crafted with real fruit juice. Additionally, the range offers a Passion Fruit Mojito, crafted with “grain-neutral spirits,” according to the brand.
While the notion of canned Welch’s cocktails may raise eyebrows, the brand is part of a broader trend of nostalgic beverages embracing alcoholic adaptations. In recent years, consumers have witnessed the emergence of alcohol-infused versions of beloved classics such as Simply Lemonade, Rocket Pop, Sunny D, Sprite, 7 Up, and Minute Maid, signaling a departure from the previous decade’s obsession with hard seltzers.
Unlike many counterparts spearheaded by industry giants like Coca-Cola and PepsiCo, Welch’s operates under the ownership of the National Grape Cooperative Association. Similarly structured to Ocean Spray, which recently introduced Sparkling Cranberry Cocktails, Welch’s functions as a cooperative comprising numerous local grape farmers.
For those seeking a nostalgic yet spirited indulgence, Welch’s canned cocktails will soon hit select retailers nationwide, with pricing yet to be disclosed.
