Last week Anheuser-Busch announced it would be halting the production and brand development of rapper Travis Scott’s CACTI Agave Hard Seltzer. The news left fans wondering if they should enjoy the last of their CACTI supply or if the tequila-inspired beverage is worth saving. Could the seltzer, which launched less than a year ago, become a coveted collectible item in the future?

Anheuser-Busch and Scott partnered to launch CACTI in March of this year. The bubbly beverage exploded onto the scene and made quite an impression in the oversaturated seltzer market. The agave-sweetened drink sold out online and in stores nationwide almost immediately upon its release.

CACTI sold more cans its first week than any other Anheuser-Busch beverage to date and outpaced similar variety packs from heavy-hitting brands such as White Claw and Mike’s Hard Lemonade.

It is highly speculated that AB InBev dropped CACTI as a reaction to news of the tragedy at Scott’s Astroworld Festival last month. On November 5th ten people were killed, and several more were injured, during a crowd surge at the sold out festival in Houston. AB InBev is the latest of several high profile companies to distance itself from Scott after the Astroworld disaster.

An unprecedented amount of CACTI has been sold since its debut and thousands of packs remain on shelves at retail locations across the country. Collectors are now grappling with what the brand’s discontinuation means for the value of the existing product.

When a brand’s production is ceased there are two possible outcomes–either the product does not move quickly enough and is discounted to help clear out the remaining stock or collectors and stockpilers drive up the worth of the product, often purchasing it in bulk and reselling it at a higher price point. Vintage vinyl records, sports memorabilia, and toys, among other items are all fetching top dollar from hobby collectors and fans, as well as people who purchase and resell products as a full-time job.

Given CACTI’s popularity, the latter option seems like the most likely outcome. Earlier this year, when the beverage first sold out, opportunists took to eBay and similar sites to list their cans for upwards of $70.

Travis Scott has strategically created a collectible brand since his first studio album, Rodeo, hit the airwaves in 2015. He is known for producing limited-run collaborations with big names including Nike, McDonalds, and Yves Saint Laurent, the iconic fashion house. Many of the musician’s limited edition products end up selling online for a pretty penny.

Scott began collaborating with Nike in 2017 and has released several extremely popular sneaker styles with the sports apparel company since then. A recent version of Nike and Travis Scott’s Cactus Jack shoe has already captured a $4,000 bid online.

In 2017 the performer partnered with Yves Saint Laurent as the face of their new campaign. The duo also released 500 copies of a limited, numbered vinyl album the same year. The compilation album is now selling for as much as $5,000 on Discogs, an online music database and the largest of its kind.

For collectors who opt to drink their CACTI or resell it at a later date, it would be wise to remember hard seltzers do not age like bottled spirits and wines. Liquor and fine wine becomes more flavorful with age and, as a result, more valuable. Canned seltzers and beers, on the other hand, are best if consumed no more than 9 months after the date listed on the package. Seltzers can be stored at room temperature or in a refrigerator. Additionally, for those hoping to resell their CACTI at a profit, unopened products in pristine condition and in original packaging often yield the most money.

Whether you plan to share your CACTI with friends or collect it, act fast before the brand completely disappears.

Shirani Jayasuriya
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