One of the fastest growing drink categories here and around the world is RTD – Ready to Drink – cocktails in a can. And exposure is only going to get even bigger thanks to the pairing of Jack Daniels and Coca-Cola. This will be the real think, marrying Jack and with Coke’s worldwide distribution network. If folks haven’t heard of RTD, they will after Jack & Coca-Cola starts hitting the shelves later this year. 

And then there is the UK’s MOTH, an RTD cocktail company founded by Sam Hunt and Rob Wallis. 

Let’s quickly go over some of the thing’s MOTH is doing differently from Jack and every other RTD company. 

You name your brand after some insect. You don’t under-price your competitors but take the opposite tack and have the most expensive RTD drink on the shelf, and at times in the smallest can. You don’t try to swamp the market with various cocktails but instead, take a very slow approach. Your cans don’t look like something holding cocktails but more like a craft beer. You genuinely believe that flavour, quality, and product safety, will bring you to the winner’s circle. 

The insane thing is, the MOTH philosophy is working. Clients include Selfridges, Harrods, The Ritz and Hoxton Hotels, Waitrose, Sainsbury and now Tesco, going from 250 stores nation-wide to over 1,600. 

In today’s podcast, Rob Wallis will explain the MOTH way of doing things. This is truly a must listen.