The ready-to-drink (RTD) sector of adult beverages has been soaring for quite some time now. And while the format was an obvious alternative during the protracted bar and restaurant shutdowns of 2020, it’s quite clear that this isn’t some temporary fad. Market research firm FACT.MR recently projected the category to grow by a compounded annual rate of 20%, into the next decade. By then, sales are expected to close in on $150 billion per year.
That’s serious cash. But it’s also serious competition if you’re an upstart struggling for shelf-space. Finding meaningful separation here is VIDE, a canned cocktail brand which launched earlier this spring. Already ardent hard seltzer drinkers, co-founders Ryan Laverty and Sal Campisi were concerned with what exactly they were putting into their bodies. Most RTDs on the market today, it turns out, are saddled with sugars—or even fermented from them. So they conceived a formula for a liquid that’s sugar-free, with zero carbs and only 99 calories per can.
Beyond what goes into it, the duo were also mindful of minimizing the environmental impact of making it. So they partnered with Climate Neutral to offset the carbon footprint of production. It was a winning recipe, one that soon caught the attention of none other than Olivia Culpo—former Miss America and Miss Universe 2012.
A global fashion icon-turned-actress with a social media following in the millions, Culpo was interested in expanding influence across the lifestyle space. How did a partnership with VIDE represent an ideal opportunity for such? Let’s ask her and see. An exclusive interview with Forbes follows below…
Why did you decide to join Vide?
I own a couple of restaurants with my family, so I understand how good food and drinks can bring people together. I always dreamed of creating something of my own in the alcohol space, and when I met Ryan and Sal, I was so impressed with the product and what they had been able to create with very little resources. I walked away from our meeting eager to join forces and help them grow the company.
Were you already into Ready-to-Drink beverages (RTDs) at the time?
I was. But as someone who appreciates the convenience of canned cocktails, it was hard for me to find one that didn’t taste so sweet and sugary, and I loved how VIDE had transparent nutrition facts- zero carbs, zero sugar, 99 calories and made with 3 natural ingredients.
How did you come up with the Revidelize campaign? Why was it important for you to become a Carbon Neutral brand?
We launched our ‘Revidelize’ campaign to encourage consumers to make positive changes in their lives overall. For us as a brand, one version of ‘revidelizing’ meant becoming a carbon-neutral company with the help of Climate Neutral. We understand that producing and selling a consumer goods product produces waste and is very energy intensive. It’s important for us to offset our carbon footprint and send a message to our community and consumers to be responsible and clean up after yourself.
The RTD market is exceedingly crowded these days. How does Vide plan to stand out amongst the competition in the months ahead?
VIDE is a such special brand, and I’m so proud to be a part of a team that is not only creating great products, but also cares deeply about our consumers and the environment.
What is on tap for the future of the brand?
We started with vodka drinks, and most recently launched tequila cocktails – which are my personal favorite. I have taste tested each version of the tequila flavors and I honestly think we nailed it. The drinkability of the product is something that is unrivaled in our category, in my opinion. Next year, we’re really excited to continue to innovate our product lines and we are launching in new markets so everyone can have a little Vide in their life.