Chanmé on growing the frosé category: 'We want to change the perception of frozen drinks!'

By Beth Newhart contact

- Last updated on GMT

"Chanmé wants to change the perception of frozen drinks and open the frozen RTD market up to everyone.” Stock picture:getty/bhofack2
"Chanmé wants to change the perception of frozen drinks and open the frozen RTD market up to everyone.” Stock picture:getty/bhofack2

Related tags: frose, rose wine, Alcohol, Alcoholic beverage, ready-to-drink

Chanmé Frosé is gearing up for summer in the US with expansion of its ready-to-drink frosé pouches -- a frozen rosé wine that promotes portability often lost in the wine category. And the brand believes natural flavors and good wine will be the key to success.

The Frozen Frogs beverage company formed 'to fill a void' in the alcohol industry for better, expanded options of frozen drinks. Wine-based, frozen beverages are becoming increasingly common on bar menus, particularly in the summer.

But Frozen Frogs said that these imitation drinks tend to have a lower alcohol content and artificial flavors to cut corners and increase revenue. Pre-packaged mixed drinks have gotten a bad reputation in the US for using OTS (other than standard wine) or malt bases.

And frozen cocktails can have a chalky taste and are sometimes over-sweetened in proprietary batches at individual bars, limiting wider commercial viability. Frozen Frogs wants to reach that market, using only natural flavors and 100% real Rosé, Chardonnay, Pinot Grigio, Riesling and Sake wines.

Co-founder Jaxon Reilly told BeverageDaily, “Chanmé is different because, while still affordable to purchase, ​[we] spend more to use real wine and real flavors in the product.

"Chanmé wants to change the perception of frozen drinks and open the frozen RTD market up to everyone.”

The Chanmé Frosé (6.9% ABV) launched with 10oz pouches in fall 2018 out of Charleston. It’s now available nationwide online, and at brick-and-mortar stores, bars and other venues in California, Nevada, South Carolina, Washington DC, Connecticut, New Jersey and New York.

Entrepreneurs-launch-RTD-frose-pouches-to-tap-into-frozen-cocktail-craze_wrbm_large

According to Reilly, “The packaging is designed to be frozen, and the drink quickly thaws and can be enjoyed in the packaging or poured out; just freeze, squeeze and frosé.”

The Chanmé was created by Reilly and Dillon Bryan, and named for French slang that means ‘badass’ and ‘wicked.’ They originally intended for a warm-weather launch, but struggled to find a good production partner that had done similar work before.

“Due to the production delay, launching a frozen drink in October wasn’t exactly ideal, but allowed the team to focus its attention on marketing and building the brand the right way,”​ Reilly said.

Chanme Frose 3

The team formed a partnership with the Washington Capitals NHL hockey team and have been selling Chanmé consistently at the stadium all winter, which they consider a ‘good sign.’

They want it to be a year-round product, but are forecasting the summer months to be much bigger.

Millennials have been the earliest adopters of the Chanmé, which the brand finds unsurprising. Millennials have been the generation spearheading the popularity of rosé alcohol and the social media-friendly phrase ‘rosé all day.’

Reilly thinks that Chanmé launched at the right time because “millennials are dropping beer for wine and RTDs at record numbers.”

The company is looking to expand in Florida and Texas next, but will first finalize two new frozen drinks over the summer with white wine and sake bases.

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