1st BATCH OF FILES AVAILABLE NOW!

Good Boy Vodka is making its way into the list of top RTD wine & spirits brands overall as it's putting up one of the top volume gains in total alc bev this yr. While co adjusted its projected 2026 volume slightly lower since early 2026, it's currently on track to produce 6 mil cases, ~500K cases per mo, and sell 5 mil cases in 2026, ceo/founder Alex Pratt told INSIGHTS. That's up from 1.5 mil cases in 2025 and would put Good Boy ahead of Long Drink and Monaco, not far behind NUTRL and Carbliss all-channel. It's the clear 3d largest spirits-based hard tea in the country, and while Surfside and Sun Cruiser got "a little bit of a head start&hellip;we think that's a good thing." Co's "never had any inventory to roll over" into the new year, Alex said, so that's an objective heading into 2027. But he's not sure what will happen by late this yr if its newly launched Golf Pack variety pack keeps up its red-hot start. This variety 8pk launched about 2 wks ago and instantly became "the number three SKU in our entire portfolio," Alex shared. Golf Pack includes new Water Hazard flavor, modeled after "blue" sports drinks, plus Transfusion grape & citrus, Screwdriver and the signature John Daly iced tea & lemonade. Co's already planning to give Water Hazard "its own package," and certain mkts are asking for big orders of Transfusion as a standalone too. So this pack and these brands have the potential to "change our business," Alex added.The John Daly partnership is Good Boy's bread and butter that accelerated its trajectory after a chance meeting on the golf course led to their collab. But co's building shelf space and volume lately thru six or seven different variety 8pks while "layering in" its consistent charitable efforts as a major touchpoint for the brand thruout. Another, smaller leg of growth is its Citrus Circus partnership with motocross legend Travis Pastrana, up again in its 3d yr while going after a "completely different demo" into action sports. But that brand's getting some "packaging changes" and new sizes to rev up growth.MI and WI Top States; Midwest "Most Mature" but Other Mkts Growing Strong Too Midwest is Good Boy's "most mature" market. Especially MI and WI, as MI's on track to sell between 700-850K cases this yr and WI expected to hit between 600-800K cases. Some AB distribs have Good Boy as its 2d largest supplier, Alex underscored. He also shouted out Doll Dist among distribs that "bought in from day one" and have seen growth trajectory take off as a result.Good Boy made a big switch from Southern Glazer's Wine & Spirits to become ~90% aligned with the AB network. Co expects to add about 35K new accounts the rest of this season, and in Alex's mind, "everywhere" distribs are selling Bud Light, they should sell John Daly canned cocktails too. (CO with MC network and SoCal with Hand Family's Sunset Dist are a couple notable mkts where it's not AB aligned.)Mkts further afield are developing nicely too, Alex assured, and Good Boy has distribution across most of the country with a handful of control states like MT, WY, UT, NC and WV as the only remaining holdouts. Florida "we see becoming a 1 million case market," and CA's expected to rise in the ranks, among others. But Alex and co wanna grow in phases rather than all at once, planning to go from 100K cases in FL to 300K, 700K and then 1 mil over the next few yrs, or similarly from 50K cases to 200K and onward in CA. Alex expressed the desire to grow at a "sustainable" pace. "We're not changing networks again," and "here to stay," well situated against other top vodka tea and lemonade RTDs that are primarily with MC network, he pointed out."Not Going to Play" at Lower RTD Prices Most of the RTD spirits & wine industry is lowering avg price/case at a time when cost to produce keeps "going up," but Good Boy has been very conscious to maintain a slightly higher price point, typically about $1-2 per pack more than NUTRL, Alex pointed out. Good Boy's "not going to play that game" of discounting, he insisted, still able to hit $10-15 gross profit per case for distribs. And consumers continue to show willingness to pay as velocity remains strong."Almost Zero Dollars" Spent on Mktg So Far; Next Yr Plans to Start "Layering in Big Marketing" Good Boy's success has been with "almost zero dollars" spent on marketing, at least in the traditional sense of the spend. Co's been "so focused on distribution," supply chain and availability before it starts marketing, after facing big out-of-stocks last yr in particular. Despite all the growth, "people don't know about [Good Boy] yet," he stated. So "next year" is when Alex and co want to start "layering in big marketing," tho he didn't share what that might look like at this stage. But "one innovation goes wild" and next thing, co's "holding trucks to wait for Golf Pack to come off the line," said Alex. "We're still missing orders today," which did not seem possible, and is tuff position to be in, he acknowledged. Yet Alex and co are encouraged by the natural demand the brand is drawing and focused on how to keep up. Co's primarily working with Cincy, OH-based Impact Beverage and Des Moines, IA-based Red Boot Beverage for contract production to ramp up, per latest label approvals.

Good Boy Vodka Climbing RTD Ranks, Still Racing to Keep Up; New Golf Pack Another Game Changer; Mktg Push Next Yr

Publishing Info