Sammy Hagar, Nick Offerman serve up newest celebrity spirits

Sammy Hagar is already on top of the world in the ever-crowded celebrity spirits competition. For his next number, he’s joining the ready-to-drink cocktail party.

The Red Rocker and onetime frontman for Van Halen and Montrose made a big name for himself in booze with Sammy’s Beach Bar Rum and Santo Spirits tequila. Before that, he collected $100 million total for the Cabo Wabo tequila brand he founded in 1996.

Now, Sammy’s Beach Bar Cocktail Co. is set to join the burgeoning ready-to-drink (RTD) cocktail category with four different canned sparkling rum cocktails – Tangerine Dream, Pineapple Splash, Island Pop and Cherry Kola Chill – debuting in early fall in California, Nevada and Texas, with more states to follow.

The RTD cocktail trend – including hard seltzers and premixed drinks such as margaritas, Moscow mules and daiquiris – is exploding and was the only alcohol beverage category to grow in 2020, reaching $30.5 billion worldwide, according to IWSR Drinks Market Analysis. The market researchers expect RTDs to grow 27% in volume worldwide this year. In the USA, which consumes the most RTDs, the drinks represent nearly 10% of the total alcohol market.

“I know I’m a little bit late getting into the business,” Hagar told USA TODAY. “By the time we got everything together, that market is now becoming flooded.”

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Sammy’s Beach Bar Cocktail will bring to market in early fall a quartet of canned sparkling rum cocktails – Tangerine Dream, Pineapple Splash, Island Pop and Cherry Kola Chill – debuting in  California, Texas and Nevada.

Hagar’s experience could help his RTDs win consumers. The cocktails use Sammy’s Beach Bar Rum and he taste-tested them until they met his approval. Sold at retail in four-packs of 12-ounce cans, the cocktails weigh in at 5.5% alcohol by volume and 130 calories, slightly more calories than the popular 100-calorie target of most hard seltzers and health-conscious beers. “We were trying to do the 99-100-calorie thing, but there was not enough flavor,” Hagar said.

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