A organic tequila cocktail brand is moving into the RTD category after the company said it “saw an opportunity to approach cocktails differently”.

Avana in the USA is a “newly reimagined” USDA Certified Organic sparkling cocktail brand from Liberty Beverage and has launched a quartet of 4.5% tequila-based cocktails that comprise Lime Margarita, Grapefruit Paloma, Pineapple Coconut, and Wildberry Hibiscus flavours.

The business said that consumers across the globe are paying more attention than ever to what goes into the products they buy and what they put in their bodies with ingredient transparency part of a broader shift toward making more thoughtful choices about what we consume. 

“We looked at the RTD category and saw an opportunity to approach cocktails differently,” said Daniel York, CEO of Liberty Beverage, Avana’s parent company.

He added: “Consumers have become incredibly thoughtful about the products they bring into their lives and put into their bodies. They want to understand what they’re consuming. We believe that same mindset can apply to cocktails.

“This isn’t about giving up the things you enjoy. It’s about having better options. If someone is making thoughtful choices throughout the rest of their day, we want AVANA to be the cocktail that fits naturally into that lifestyle.”

Each sparkling cocktail contains 95 calories, 1.5 grams of sugar, and 4.5% ABV, offering a lighter profile without compromising on flavour, the company explained.

“We’re not interested in simply being another coloruful can on the shelf,” York added.

“We want people to pick up Avana, understand what they’re drinking, and feel good about the choice they made.”