Brewery introduces new beers and first ready-to-drink cocktail

Food & Drink

Mar 20

Written By Staff

Founders Brewing Co. is expanding its product lineup with three new offerings ahead of summer, including its first spirit-based ready-to-drink cocktail. The launch comes as shifting consumer preferences drive demand for lower-alcohol, more approachable, and occasion-driven beverages.

Water Hazard marks Founders' entry into the ready-to-drink cocktail category. The vodka-based beverage is inspired by a popular golf-course drink and blends vodka with a custom blue flavor profile, lemonade and lemon-lime soda. With a 5% ABV, the product is positioned for warm-weather occasions, including golf outings and outdoor gatherings.

"Our vison for craft cocktails is two fold," said Chuck Buckingham, Chief Marketing Officer of Mahou USA, the parent company of Founders Brewing Co. "We see the consumer trends of shifting drinking habits in flavor forward ready-to-drink offerings and we've been working on a strategic entry point into this competitive space with an offering that is unique to the market and still holds true to the DNA of Founders and our brand quality standards. The second is the unique opportunity to be first to market with a trendy cocktail that we feel has the range from golf courses to pool side and beyond with Water Hazard."

Low Profile IPA offers a lighter option for health-conscious consumers, delivering a full IPA flavor profile at just 3% ABV and approximately 85 calories. The product is designed to meet growing demand for lower-calorie, lower-alcohol beverages without sacrificing craft flavor.

"We saw a white space opportunity to deliver a true craft IPA to consumers who are counting calories and looking a lower ABV to keep up with their fitness and daily health routines," Buckingham said. "We feel confident we're giving consumers exactly what they are looking for: full craft flavor with better-for-you attributes in a way that has not been done yet. Keeping true to the Founders IPA portfolio you can expect true West Coast Style IPA taste profile."

Easy Drinking, a premium golden ale, is designed as an approachable, everyday option with a smooth, balanced profile and no bitterness. The product aims to appeal to both longtime craft beer drinkers and newer consumers entering the category.

"This beer is not for the IPA lovers looking for intense hop characteristics, instead we’ve crafted a uniquely flavorful Easy Drinking Golden Ale that provides craft credentials with premium ingredients and flavor balanced with that drinkability that consumers are now looking for," Buckingham said.

All three products are available in both retail locations and the Founders taproom.

West Michigan Newspop Digital Partners