How BeatBox’s party punch is lighting up the festival circuit

BeatBox, the party punch in a paper carton, has upended the alcohol industry with fresh approaches to product development, packaging and marketing—and fans are drinking it in. The line of flavored malt- and wine-based punches and hard teas, which range from 6% to 11.1% alcohol-by-volume, rang up $100 million in sales in 2023. It is on pace to surpass $200 million this year, aided by its expansion to mega-retailers including Walmart and Target and presence at more than 250 music festivals—up from 14 in 2021. Brand execs attribute the success to following instincts rather than industry trends, arriving early to the noncarbonated flavor frenzy, paying little mind to the lanes traditionally dividing alcohol categories and carving out a unique space in beverage alcohol with resealable and eco-friendly Tetra Paks. See America's Hottest Brands 20 brands that are trending in 2024 Click here The packaging made sense for a brand meant to be shared at gatherings such as music festivals. “When you’re at a music festival, like you pay 20 or 25 bucks for a drink. You don’t want to bump into somebody and spill it,” said Brad Schultz, co-founder and chief marketing officer. “At first, people were like, ‘You guys are crazy—it has to be in a can or it’s not going to sell.’ But eventually people caught on, and we started proving ourselves out. In hindsight, it looks like genius.” BeatBox is focused on trial and in-person marketing events, with a massive field marketing team spreading the word. “We sell a physical product. We have to get it your mouth—we can’t digitally articulate what the flavor profile is,” said Zech Francis, senior VP, global marketing. BeatBox converts are enthusiastic ones, he added. “It is hard to articulate how obsessed our fan base is.” See America's Hottest Brands 20 brands that are trending in 2024 Click here

How BeatBox’s party punch is lighting up the festival circuit

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