Two Valley women are building a beverage company gaining traction with retailers throughout the state while tapping into a broader shift in how consumers are choosing how to drink their cocktails outdoors.<\/p>\n
Scottsdale resident Anita Goodson and Queen Creek resident Melanie Nelson founded Spirited Brands, the company behind Sok\u0113 and Soula \u2013 two ready-to-drink cocktails they call \u201ccrafted for the kinds of social moments that define Arizona\u2019s outdoor lifestyle.\u201d<\/p>\n
The brands are gaining momentum at a time when the ready-to-drink category is undergoing a clear transition, according to a company spokeswoman<\/p>\n
\u201cAfter years of rapid growth, the beer-centric seltzer category is beginning to plateau, with sales down 9.11%… as consumers look for options that offer more than convenience alone,\u201d the spokeswoman said.<\/p>\n
According to the founders, the shift is not about drinking less, but about rising standards.<\/p>\n
\u201cConsumers are not walking away from alcohol. They are upgrading it,\u201d said Nelson. \u201cWe are seeing that play out across accounts every day.<\/p>\n
\u201cPeople are paying closer attention to ingredients, how they feel after drinking, and whether a product actually fits into their lifestyle.\u201d Nelson continued, \u201cThe category is being redefined by higher expectations.\u201d<\/p>\n
Arizona has become the testing ground for the company, where the portfolio has seen 246% year-over-year volume growth across the state as demand for ready-to-drink cocktails continues to expand alongside changing consumer expectations.<\/p>\n
\u201cThat shift is especially visible in Arizona, where long, hot days and an active, outdoor lifestyle shape how and what people drink,\u201d the spokeswoman said.<\/p>\n
\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201cFrom lake days and golf rounds to backyard barbecues and concerts, consumers are gravitating toward beverages that feel refreshing, easy to enjoy, and consistent from first sip to last. At the same time, they are becoming more ingredient-conscious.\u201d<\/p>\n
\u00a0Spirited Brands has leaned into that shift by including both a full ingredient panel and a nutrition facts panel on every can, a level of transparency not typically required in the alcohol category.<\/p>\n
\u201cWe wanted people to know exactly what they are drinking,\u201d said Goodson. \u201cWhen you can see every ingredient and understand it, that changes the relationship people have with the product.\u201d<\/p>\n
Sok\u0113 and Soula were developed with that mindset from the outset.<\/p>\n
Rather than relying on malt-based formulations, both brands are crafted around \u201cauthentic flavor profiles and cleaner formulations,\u201d according to the company spokeswoman.<\/p>\n
Without the use of artificial sweeteners, she said, the brands are \u201cdesigned to deliver a smoother, more refreshing drinking experience without the artificial aftertaste, heaviness, or bloating that consumers often associate with earlier generations of ready-to-drink beverages.\u201d<\/p>\n
Goodson added, \u201cIn product development, we focused on how the drink actually feels.<\/p>\n
\u201cThat meant avoiding artificial sweeteners and building something clean and balanced that people could enjoy more than one of without the negative effects they have come to expect.\u201d<\/p>\n
The company built its portfolio around two complementary products designed for different occasions, giving consumers something new to try alongside flavors they already know and enjoy.<\/p>\n
Sok\u0113 is a canned cocktail crafted on a Junmai sake base, offering a fruit-forward, lightly carbonated drink with balanced sweetness and a smooth finish.<\/p>\n
\u201cIt appeals to consumers looking to try something different and is often enjoyed in social settings such as rooftop gatherings, festivals, and casual nights out,\u201d the spokeswoman said.<\/p>\n
Soula is a premium margarita ready-to-drink cocktail crafted from agave wine from Jalisco, Mexico.<\/p>\n
\u201cIt delivers authentic margarita flavor without the harsh tequila burn or heavy sweetness that often turns consumers away from canned margaritas, creating a cleaner and more balanced experience designed for repeat occasions such as backyard gatherings, taco nights, and afternoons by the pool,\u201d the spokeswoman said.<\/p>\n
Together, the two brands reflect a more mindful and intentional approach to drinking, where consumers can explore new flavor profiles with Sok\u0113 while also enjoying a modern take on the margarita with Soula, featuring flavors like Mango Citrus and Pineapple Chili.<\/p>\n
Spirited Brands is expanding distribution and building on its momentum in Arizona, with plans to enter additional markets.<\/p>\n
\u201cWe see Arizona as a starting point, not the finish line,\u201d Nelson said. \u201cWhat resonates here tends to expand outward, and we believe the next generation of this category will be shaped by brands that are built around how people actually want to drink today.\u201d<\/p>\n