Anheuser-Busch (NYSE: BUD) is expanding its Beyond Beer portfolio with an exciting new product – boxed cocktails. At 12% ABV and 20 suggested servings per box, A-B’s new Boxology promises bartender quality cocktails made with real spirits.  The brand’s innovation team developed the product in record time, having only applied for intent-to-use trademark protection in April of this year.

The beverage company is currently testing Boxology across markets in Arizona and Georgia. It hopes to roll these boxed cocktails out to more markets in the spring of 2022.

The initial pilot is for rum cocktails — Rum Punch and Mai Tai — with 10 servings of each per package.  If the trial is successful, expect A-B to roll out more flavors next spring along with broader distribution for Boxology.

Similar to popular boxed wines like Franzia, Bota Box, or House Wine, Boxology comes in a cardboard box with a convenient pour spout. However, unlike boxed wine options, Boxology includes two spouts, featuring two different flavors of perfectly mixed cocktails.

“It was still complicated because no one had done it before,” said Jake Kirsch, vice president of innovation at Anheuser-Busch.

“So we really like the ability to pilot because [we] can move very quickly to learn in a smaller way. It allows us to really understand what the potential is in something before we make it a bet, invest a lot of money, and go big. But of course, we have high expectations for this,” Kirsch told Adweek.

Boxology was born out of a Shark Tank style competition A-B hosted earlier this year. Realizing the innovative potential the company had on its hands with bulk boxed cocktails, the company quickly started moving toward a launch. Indeed, the company only applied for its trademark in April, showing the speed at which its introduction is moving.

“Boxed wine has been around for a while, canned cocktails have been around, but actually no one has done this,” Kirsch said. “Especially offering a couple different cocktails, which really fits that occasion of, ‘my friends are over. I’m trying to entertain a group.’ That was the genesis of the idea.”

Boxed RTDs Making a Splash

While a few craft companies have released their own takes on box cocktails, pairing two cocktails together sets Boxology apart in the relatively small segment.

BarBox is a company based out of St. Petersburg, Florida, that sells boxed cocktails. Each box contains 14 four oz. servings, or 1.75 liters of 42 proof cocktails. BarBox recently expanded its line to include a new Margarita and Gin Lemonade, joining its Cosmopolitan, Negroni, and Vodka Sour varieties.

BeatBox is another fun example, although they are sold in smaller boxes. Each 500 ml, single serve box contains an 11.1% ABV cocktail. BeatBox’s nostalgic flavors are meant to appeal to millennials, including Blue Razzberry, Fruit Punch, Fresh Watermelon, Peach Punch, Pink Lemonade, and Tropical Punch.

Each box contains the equivalency of four light beers, yet can be mixed with sparkling water or other mixers to spread out the fun.

We’re excited to see what Boxology brings to the boxed ready-to-drink (RTD) market.

“There’s a reason why boxed wine exists. It ensures the quality of the product because it never came into contact with the air,” said Kirsch.

“That was always the thing. It’s a similar thing here. It’s just as good as the day that we packaged it to when it’s opened and you can put it in the fridge. Because of the way the technology works, it squeezes the air as you go to always make sure you’re getting something really fresh.”

Erin Grafton
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