Blake’s Beverage Co has unveiled a vodka-based RTD brand for Michigan with an eye to a nationwide rollout across the US next year.
Shore Thing consists of a single SKU – a carbonated lemonade & vodka mix with an ABV of 5.5%. The RTD is being rolled out as part of a one-state trial this summer, but Blake’s Beverage said it is “already planning a full-scale national launch for Spring 2027”.
Shore Thing joins the Austin Eastciders, Avid Cider Co and Blake’s Hard Cider brands in the Armada, Michigan-headquartered company‘s portfolio.
The RTD will be backed by a marketing activation called ‘Shore Thing Summer Fun Insurance’ – centred around the 400-mile shoreline of Lake Michigan. Described as “a policy to protect your vibe”, the activation includes a sweepstake giving away 11 ‘Shore Thing Summer Survival Kits’ per week between 29 June and 6 September. The kits include a beach chair, cooler tote bag, beach towel and a US$50 e-gift card. A 12th winner each week will also receive a US$500 e-gift card.
“Growing up in Michigan, you learn that the shore isn’t just a place, it’s a feeling of being exactly where you want to be,” said company founder & CEO Andrew Blake. “With Shore Thing, we wanted to capture that effortless summer feeling in a can.
“Testing this brand close to home allows us to celebrate our deep Michigan roots first.”
In February, Boston Beer Co unveiled a Valentine’s Day-focused marketing push in the US for its Angry Orchard Hard Cider brand. The ‘Ex-Change’ activation allowed consumers to post “their ex’s old junk” to Angry Orchard in exchange for US$25 in cash to put towards a case of cider.
