Moon Dog has launched Mixed Drinks, a new range of RTDs featuring 36 unexpected flavours, such as Lamington, Green Jelly, Pavlova, Turkish Delight and Toffee Apple.
Having built its reputation on interesting beer styles, experiential venues and Australia’s most popular independent seltzer– Fizzer– Moon Dog is aiming for maximum impact with the new pre-mix alcoholic drink range.
Moon Dog co-founder Josh Uljans said: “RTD’s are a huge market with great potential for amazing experiences. But honestly, the list of flavours from the biggest brands just makes me doze off.”
Moon Dog’s Mixed Drinks, by contrast, offers a range that includes the likes of Raspberry Frog, Caramel Popcorn, Pineapple Lolly, Jaa, Mint Choc Chip and Vanilla Slice.
“In a market where adding ‘& passionfruit’ to an existing flavour is seen as innovative, we’re fighting the war on shrugs,” Uljans said.
Leading the flavour development is Moon Dog’s Head of Liquid Innovation and former Australian Bartender of the Year Chris Hysted-Adams, who has isolated and balanced the essences of Toasted Marshmallow, Hot Jam Donuts or Apple Pie into a flavour that’s not only accurate but enjoyable to drink.
Hysted-Adams said: “We knew these couldn’t just be novelty flavours that you taste once for fun then put aside. Interesting
doesn’t always mean delicious, but for us it does. The bar we set was that they had to be smashable.
“In a 30C Cone, we didn’t just want people to taste the soft serve, we wanted a bit of the cheap cone to come through as well.”
Moon Dog has also created the Randomly Mixed 8 Pack, containing eight different flavours and a Blind Taste Test Challenge, for parties, picnics or any other social events.
Director of Sales & Marketing Brook Hornung said: “With 36 different flavours available we wanted everyone to get a chance to try a whole variety of flavours so each eight-pack contains eight different flavours. The only catch is you don’t know what you’re going to get”
“We then created this unique packaging concept where you can crack the cans open while they’re still in the box, and the labels stay hidden. Everyone can dip a straw and play guess the flavour. Then you can peel off tabs on the box to reveal the flavours, one by one.”
What’s more, every 8-pack contains one Mystery Can with no listed flavour, giving consumers the chance to try and guess at least one of the flavours.
Aside from the 28 core flavours, there are also eight ‘Roast or Rate’ varieties – divisive flavours that consumers can vote up or down via a QR code. Think Black Jellybean, Pickle, Cough Syrup or Pineapple On Pizza.
Moon Dog’s Mixed Drinks launches across Australia mid-November.