Acclaimed rapper Travis Scott officially launched CACTI Agave Spiked Seltzer on March 15th. The tequila-inspired beverage has quickly become a worthy adversary in the hard seltzer market.
The Anheuser-Busch (NYSE: BUD) produced hard seltzer brand reported record-breaking first week sales, outpacing some of the most popular seltzer variety packs in its category such as Boston Beer’s (NYSE: SAM) Truly Hard Seltzer Lemonade Seltzer Mix Pack and Mark Anthony Brands’ Mike’s Hard Lemonade Seltzer Variety Pack.
In fact, CACTI’s first week sales rate was higher than that of any other Anheuser-Busch seltzer product to date.
CACTI Variety Pack’s first week sales outpaced the combined first week sales volumes of White Claw Variety Pack No. 2, Coors Seltzer With A Mission Variety Pack, and Mike’s Hard Lemonade Seltzer Variety Pack. Together White Claw and Truly controlled approximately 75% of the hard seltzer market as of last summer.
Being able to outpace both brands’ numbers right out of the gate makes CACTI a worthy competitor in the hard seltzer category and a product that rival brands will be watching closely.
CACTI entered the market with an impressive 3.2% share in the hard seltzer category after its first week. A performance that resulted in CACTI overtaking the market share of Mike’s Hard Lemonade Seltzer, Coors Seltzer and VIZZY Hard Seltzer, among others.
CACTI sold out online and in stores nation-wide within 24 hours of launching. Luckily for the new brand, just a few weeks earlier Anheuser-Busch announced a $1 billion investment in their US manufacturing and production facilities. The investment will help brands better meet growing consumer demands for hard seltzers and other ready-to-drink beverages.
Travis Scott Stays Involved
Even though CACTI is Travis Scott’s first venture into the hard beverages, he’s no stranger to marketing a successful product launch. His 2018 album Astroworld debuted at #1 on the US Billboard 200 and the Recording Industry Association of America certified the album triple platinum.
Scott created hype around his agave-flavored seltzer by posting visually appealing video clips on his Instagram page, where he has a following nearly 40 million strong. Throughout the first week of the launch, Scott drove around Los Angeles in a custom CACTI truck, disguised as a delivery-person and surprising fans by hand delivering their orders.
“I just want to say thank you to all the fans and supporters for going out and making the CACTI launch so successful” Travis Scott announced. “The reaction to the product has the team and I motivated to go even harder as we plan out what’s next for the brand. We are just getting started.”
Celebrities Get in on the Act
Scott isn’t the first celebrity to create their own hard seltzer line. Country singer Luke Bryan launched Two Lane Hard Seltzer in early March and celebrity chef Gordon Ramsay launched Hell’s Hard Seltzer earlier this year.
Ashland Hard Seltzer built an ownership strategy to include celebrities, and brands like Ohza have involved notable investors from the beginning. Pitchman Mike Tyson has been the voice of Mike’s Hard Lemonade Seltzer since its widely watched launch.
CACTI Agave Spiked Seltzer is made with “100% premium blue agave from Mexico and natural flavors” according to the brand’s website. The beverage is available in a three flavor variety pack featuring Pineapple, Lime and Strawberry options. CACTI contains 150 calories, 3 grams of carbs, less than 1 gram of sugar and an ABV of 7% per 12 ounce can.
While CACTI Agave Spiked Seltzer and Travis Scott celebrate a successful launch, competitors are keeping a close eye on the beverage’s sales figures to see if the brand will continue its impressive run on the market.
- 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
