Great Lakes Brewing Company recently announced the launch of aSPLASH, a crafted citrus long drink created in partnership with Watershed Distillery and the company's Four Peel Gin. aSPLASH is the first ready-to-drink cocktail product from Great Lakes Brewing Company, and its take on a classic Finnish recipe matches gin with grapefruit and orange flavors in two gluten-free varieties: an original 6% ABV version and a lighter 4% ABV option with 99 calories and no added sugar. "Consumer preferences are evolving, and so are we," shared Great Lakes Brewing Company CEO Chris Brown. "A craft brewery in today’s marketplace needs to reimagine itself as a total beverage company."
A portion of sales from the crafted citrus long drink cocktails will support cleaner waterways and reduced microplastics pollution in partnership with Cleveland-based CLEANR.
Why This Trend Is Growing
- Craft Brewery Diversification
- Beer makers are extending into ready-to-drink cocktails as shifting preferences create space for heritage breweries to become broader beverage platforms.
- Better-for-you Cocktails
- Low-calorie, gluten-free, and no-added-sugar formats reflect rising demand for alcoholic drinks that balance indulgence with wellness-oriented cues.
- Cause-linked Alcohol
- Environmental partnerships tied to beverage sales give brands a differentiated role in sustainability-minded purchasing and community impact.
Industries Being Reshaped
- Ready-to-drink Beverages
- Premium canned cocktails with craft ingredients are reshaping convenience alcohol through flavor complexity, lower-ABV options, and bar-quality positioning.
- Craft Brewing
- Traditional breweries face new growth pathways by leveraging local brand equity, production knowledge, and distribution networks beyond beer.
- Environmental Sustainability
- Clean-water and microplastics initiatives connected to consumer products point to new models for embedding ecological value into everyday purchases.
