Good Peels launches spiked apple refresher as RTD brand targets summer occasions

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Good Peels has launched a premium ready-to-drink (RTD) spiked apple refresher, aiming to challenge the traditional association between apple-flavoured alcoholic beverages and autumn.

The new beverage is made with 10% real juice and has a 5% ABV, with the brand positioning its crisp apple flavour as a refreshing option for summer drinking occasions.

Good Peels is initially launching across East Coast markets in the US, including Albany, Boston, Buffalo/Rochester, Maine, New Hampshire, Rhode Island, Syracuse and Vermont. The brand plans to expand across the wider East Coast and into the Pacific Northwest.

Available in six- and 12-pack formats, the RTD contains no bubbles and is marketed as having no added sugar, with sucralose used for sweetening. A 12 fl oz serving contains 120 calories and 7g of carbohydrates.

Elana Blank, senior director of marketing, beer innovation & incubation, said: “Consumers think they already know apples; Good Peels exists to prove there's still room to surprise people.”

The brand said the product has been developed to appeal to consumers seeking familiar flavours presented in less conventional formats.

Good Peels is available at a suggested retail price of $9.99 for a six-pack and $17.99 for a 12-pack.