Getting Drunk on Welch’s

Jan. 19, 2024
The National Grape Cooperative brand branches into vodka drinks and mojitos, as well as ‘grapeade.’

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.
About the Author

Dave Fusaro | Editor in Chief

Dave Fusaro has served as editor in chief of Food Processing magazine since 2003. Dave has 30 years experience in food & beverage industry journalism and has won several national ASBPE writing awards for his Food Processing stories. Dave has been interviewed on CNN, quoted in national newspapers and he authored a 200-page market research report on the milk industry. Formerly an award-winning newspaper reporter who specialized in business writing, he holds a BA in journalism from Marquette University. Prior to joining Food Processing, Dave was Editor-In-Chief of Dairy Foods and was Managing Editor of Prepared Foods.