Drumroll … Aussie musician G Flip has joined the emerging hard juice category with the launch of a range called BOX.
Created with Moon Dog Craft Brewery, the range comes in two flavours: BOX Apple Guava Alcoholic Juice and BOX Tropical Bang Alcoholic Juice.
Drinks Digest’s verdict: alcoholic juice is a winner! It’s one of the best RTDs we’ve tasted in a long time.
“Box is the drink I always wished existed,” G Flip said.
“My drink of choice has always been juice and alcohol, one because I like the flavour of juice, and two since becoming a singer I stay away from carbonation – think burping on stage, nobody wants that. So juice and alcohol is what I drink before I perform – it’s my vibe.
“So, I decided to create the real deal. No word of a lie, it tastes amazing.”
Moon Dog Brewery CEO Josh Uljans said G Flip wasn’t just a face behind the BOX brand.
“The juice in the can is a result of their creation vision and it was a pleasure to bring the liquid to life together,” he said.
Australian made in G Flip’s hometown of Melbourne, BOX is made with real fruit juice and no artificial sweeteners. Vegan friendly and low in gluten, the 330ml cans are 4.5% ABV.
Hard juice on the rise
The hard juice market is rapidly emerging globally and disrupting the alcoholic beverage industry by offering a flavourful alternative to traditional hard seltzers.
The market has been exploding in the United States since 2022, when Molson Coors Beverage Company partnered with the Coca-Cola Company to create Simply Spiked, containing Simply Beverages’ peach and lemonade juices, with New Belgium Brewing released its Wild Nectar line soon after, featuring tropical juice mixes, including strawberry guava and passionfruit lime.
Absolut Vodka and Ocean Spray recently released a canned vodka cranberry cocktail. The new product marks Ocean Spray’s first venture into the alcoholic ready-to-drink category.
Australia’s first hard juice brand – Cools – arrived on shelf in April.
Launching with Endeavour Drinks nationally, BOX will roll out at BWS and Dan Murphy’s stores across the country, starting from early July.
“BOX is the best of both worlds,’’ said Endeavour Group’s Head of Spirits Sarah Hall.
“It’s a largely untouched category and brand new product, unlike anything else on our shelves at the moment. It offers trusted and nostalgic flavours. And importantly, it’s ticking all the boxes in terms of what our consumers are looking for right now, particularly Millennials.”