If Simply and SunnyD can lend their names to alcoholic drinks, why not Welch’s?
The iconic grape brand this week said it will introduce a number of products, including Welch’s Concord Grape Vodka Transfusion and Passionfruit Mojito, in collaboration with Coop Ale Works. “This move is a strategic effort to capitalize on popular drinking trends while leveraging Welch’s iconic flavor profiles,” the announcement said.
“As a household brand for more than a century, Welch’s is currently amid a transformative journey, moving beyond its traditional grape-centric image to cater to the changing tastes of today's consumers,” it continued.
In addition to the two adult drinks, the brand owned by National Grape Cooperative will:
- Expand into new product categories. This includes launching products like Grapeade, which target the growing market for lighter, refreshing beverages with reduced sugar content.
- Diversify products: Including a diverse range of fruit flavors and health-conscious options, like low- and no-sugar variants.
- Rebrand: Welch’s has unveiled a slightly redesigned logo -- same font, same slant, just white on purple instead of purple on white -- and packaging for the first time in a decade.
- Revitalize the legacy brand: Highlight Welch’s as more than just a grape juice provider.