As the ready-to-drink alcohol market continues to evolve, a new player is poised to take advantage of the increasing demand for premium beverages crafted from genuine spirits and natural components. Phreshly, a premium cocktail brand based in Atlanta, has made a comeback after a brief stint in the market in 2022. The company promotes its products, which contain 6% alcohol by volume, as providing “an elevated, culturally-inspired cocktail experience.” Phreshly highlights that its ingredients are sourced from minority-owned farms.
Targeting consumers seeking a sophisticated alternative to popular hard seltzers like White Claw and Truly, Phreshly positions itself as a brand for the modern drinker. In a statement to Food Dive, co-founder and CEO Paul Owusu emphasized that the brand’s creation by mixologists mirrors the expectations of today’s consumers. “Seltzers are no longer cool for most adults,” Owusu remarked. “We are focusing on the contemporary drinker looking for healthier and more flavorful, innovation-driven options.”
Phreshly offers two products on its website and at various retail outlets in Georgia, Iowa, and Wisconsin. One of its offerings, Bay Lemonade, combines aged bourbon with strawberry and lemon, sweetened with agave, evoking memories of Bourbon Street in New Orleans. The other product, G’iddem, is a blueberry daiquiri made with rum, inspired by the West African heritage of both founders.
The inception of Phreshly occurred unexpectedly during the pandemic in 2020 when Owusu began experimenting with cocktail recipes, inspired by a blend featured in the HBO series “Insecure”—a mix of Prosecco and a hint of vodka. His successful recreation of the drink went viral on X, formerly known as Twitter.
Owusu and his partner, Ama Marfo, analyzed IRI data and conducted a survey of 6,000 consumers aged 25 to 45 to identify gaps in the RTD cocktail sector. This research led them to create beverages that utilize real spirits instead of malt, which is the primary source of alcohol for brands like White Claw. Phreshly launched its online platform in March 2022 before expanding into select retail and restaurant locations, where they quickly sold out. The co-founders decided to pause and reassess their direction, noting the importance of revisiting their foundational purpose. “While we experienced rapid growth, it was crucial to reconnect with our ‘why?’,” Owusu explained, highlighting that the brand was offline for over a year. “During that time, our customer base, brand positioning, and voice evolved.”
Consumer feedback played a vital role in refining the brand after its initial launch. The packaging was revamped after data indicated that Phreshly’s previous design failed to distinguish itself among malt-based seltzers. Furthermore, the co-founders discovered that their drinks complemented a variety of culturally diverse dishes, including baba ganoush, jollof rice, and jambalaya. “We learned that our customers wanted us to delve deeper and share more about our cultural influences and mixology expertise, something that most brands cannot claim today,” Owusu noted.
In addition to their commitment to cultural storytelling, Phreshly is focused on enhancing the health benefits of its drinks by incorporating ingredients like calcium citrate and calcitriol K2-7—tab, ensuring that their offerings not only provide a flavorful experience but also contribute positively to consumer wellness. By integrating these health-oriented elements, Phreshly aims to appeal to the discerning drinker who values both taste and nutritional benefits.