XED Beverages is bracing for the February 2021 launch of its debut ready to drink, SESH: Cocktail Meets Seltzer. SESH, a cocktail/hard seltzer hybrid containing zero sugar, hopes to make a big splash in the better-for-you spiked beverage market, bridging the narrow gap between cocktail RTD and hard seltzer.
SESH weighs in at 6% ABV and 120 calories a can, and in addition to being sugar-free, the RTD line also contains no gluten or preservatives. SESH is launching with four cocktail-inspired flavors — Gin & Tonic, Mojito, Moscow Mule and Paloma.
Founders with a Passion for Quality
XED Beverages is a brand new beverage company founded by entrepreneurs Zeke Bronfman, CEO, and Nate Medow, President. The two — former college roommates — started the company and began developing SESH after they identified a particular weakness in the RTD category.
Medow, who has type-1 diabetes, felt he often had to compromise when it came to alcohol options. He could either have a great, authentic tasting beverage, or a low/zero sugar one — but struggled to find a product that offered both. After many tasting sessions and experiments, XED Beverages developed SESH as a zero sugar RTD that packs a punch of flavor. Medow’s favorite is the Mojito, with a medley of mint, citrus fruits, and notes of sweet rum.
“SESH was created as a direct antidote to disappointments Nate and I faced as consumers. When we realized the total absence of alcoholic beverages on the market that checked the boxes of high-quality, low-cal and affordable, we checked those boxes ourselves,” said Bronfman. “As founders, we could not be more excited to solve a problem for our consumers with SESH.” Bronfman’s go-to selection is the gin & tonic, with a blend of juniper, custom botanicals, and citrus tanginess.
Better-for-you Cocktails
As XED prepares to launch, the founders believe their new product will be embraced by the better-for-you market, appealing far beyond people on restrictive health-necessary diets.
“We are experiencing a paradigm shift in the way alcohol is consumed. People are now far more aware of what they eat and drink and SESH uniquely answers the need of anyone seeking out bold flavors with less sugar,” said Medow. “After so many hours in the making, we are enormously proud to present SESH to modern consumers in this new age.”
SESH is just the first line of beverages for this new, ambitious beverage company. Consumers looking to avoid sugar in their alcoholic beverages can look forward to new innovations from XED in the future.
Rollout Trajectory
“This is just the beginning for XED Beverages,” Bronfman said.
With XED Beverages, Bronfman is carrying on a family history within the alcoholic beverage industry. Bronfman is related to Samuel Bronfman and Edgar Bronfman Sr. of Seagram Company origins. Acquired from Joseph Seagram in 1928 by Samuel Bronfman, the Seagram products are now part of Diageo, The Coca-Cola Company, and Pernod Ricard.
SESH will be available starting February in select on-premise locations and retail locations across the U.S, including Kroger, Total Wine and Binny’s, as well as the alcohol delivery service, goPuff. If consumers cannot find SESH at their local retailer of choice, they can also purchase directly from the SESH website in most states.
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