Luxardo, the legendary Italian brand known for producing some of the finest spirits in the world, is turning 200 this year. The family-owned company, which is also home to the iconic Original Maraschino Cherries and liqueur, is celebrating its milestone by launching its first ever line of artisanal, ready-to-drink (RTD) canned cocktails in the US. Luxardo’s canned cocktails are inspired by timeless drink recipes and centuries old Italian rituals and traditions.
“For 200 years, Luxardo’s legacy has prioritized consumers. Our family recipe has been sipped by kings, sold on the Titanic and has created an elevated experience for cocktail lovers into the 21st century,” said Matteo Luxardo, Export Director for Luxardo.
“The canned cocktail market has been rapidly growing in the last year and it only made sense for Luxardo to introduce its classic recipes in the format that supports the modern consumers’ needs for any on-the-go occasion.”
Launch of Three Flavors
Luxardo’s canned cocktails are available in three bartender-quality varieties including Aperitivo Spritz, Bianco Spritz, and Sour Cherry Gin & Tonic. Each 250ml (approximately 8.5 ounces) can contains an ABV of 10% and comes complete with tasting notes. The cocktails are sold in packs of 4 individual flavors.
Aperitivo Spritz
Luxardo’s Aperitivo Spritz canned cocktail was inspired by the aperitif, or pre-meal drink, which gave way to Aperitivo Hour–the timeless Italian tradition of gathering with friends to enjoy small plates and cocktails before a meal. The ritual is, in many ways, akin to America’s Happy Hour and is intended to whet one’s appetite.
Aperitivo is a bitter, red liqueur made from botanicals, citrus, and roots. It bursts with bold, herbaceous and earthy flavors. Luxardo’s Aperitivo Spritz features the brand’s own Aperitivo liqueur as well as sparkling water. “Tasting notes: orange zest, refreshingly sweet.”
Bianco Spritz
Luxardo’s Bianco Spritz canned cocktail is a lighter, drier aperitif with a decidedly more bitter flavor than the Aperitivo Spritz.
Luxardo’s innovative version of the classic cocktail is made with the brand’s own line of bitters and sparkling water. “Tasting notes: grapefruit zest, a touch of sweetness, bitter finish.”
Sour Cherry Gin and Tonic
Luxardo’s Sour Cherry Gin and Tonic is a playful take on the classic cocktail.
The drink features the sweet and tart flavors of a fruit the Luxardo family knows a thing or two about, the marasca cherry. The cocktail is made with Luxardo Sour Cherry Gin and sparkling water. “Tasting notes: rich cherry, vibrant juniper, sweet finish.”
Can Design Evokes Italian Lifestyle
Luxardo’s canned cocktails feature artistic packaging designed by acclaimed creative agency, the Rooster Factory. The cans showcase retro imagery inspired by the Italian Riviera and are reminiscent of vintage travel advertisements.
“For the creation of this hard seltzers line, we explored some iconic facets of the Italian lifestyle: an aperitif enjoyed on a little piazza for Aperitivo Spritz, a pool dip along the Adriatic coast for the Bianco Spritz and a stroll in Tuscany at sunset for the Sour Cherry Gin & Tonic,” the Rooster Factory explained.
“The vibrant Dolce Vita scenes are evoked by bright, summery, pop art colors and a bold, minimalist style.”
Distribution
Luxardo canned cocktails are exclusively available at Whole Foods Markets and Total Wine locations in select states including Arizona, California, Colorado, Connecticut, Illinois, Indiana, Kentucky, Louisiana, Maryland, Massachusetts, Michigan, Minnesota, Missouri, Nevada, New Jersey, Texas, and Washington.
Other states, including control states, make it difficult to mass merchandise ready-to-drink cocktails, so brands often start with US states that allow distribution through traditional retail and grocery channels.
Alabama, Idaho, Iowa, Maine, Michigan, Mississippi, Montana, New Hampshire, North Carolina, Ohio, Oregon, Pennsylvania, Utah, Vermont, Virginia, West Virginia, Wyoming exhibit certain controls over the distribution and sale of beverages containing alcohol. Michigan specifically allows sale of spirituous products in grocery and convenience stores, when certain criteria are met.
Luxardo Ownership
Luxardo’s parent company, Hotaling & Co. is excited for the future of Luxardo’s canned cocktails, “Hotaling & Co. values the artisanal nature and likeminded spirits behind Luxardo and we are pleased to launch Luxardo canned cocktails as the first-ever ready-to-drink line within our portfolio,” said the President and CEO of Hotaling & Co., Dan Leese.
“As our consumers prepare for summer, they want refreshing artisanal and premium options for on-the-go occasions that provide convenience and class. Now they can have a grab-and-go cocktail without sacrificing the quality and taste of their favorite drinks,” Leese added.
San Francisco’s Hotaling & Co. is home to a refined array of spirits from around the world including Nikka Japanese Whisky, Thailand’s Mekhong Rum, Barsol Peruvian Pisco, and Ypioca Brazilian Cachaca among others.
Luxardo’s canned cocktails will be Hotaling & Co.’s first RTD offerings.
Luxardo’s luxury canned cocktails are bringing vibrant Italian flavors and traditions to the United States. The cocktails are sure to be the cherry on top of your summer.
- Seltzer Category Expanded for 2022 Craft Beer Marketing Awards - February 11, 2022
- Drifter Expands Portfolio with Nordic-Style Gin - January 18, 2022
- Tilray Acquires Green Flash and Alpine Beer - December 22, 2021
