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Tumbler & Rocks is the first ready-to-serve (RTS) cocktail brand to offer a variety pack. Launched in February 2024, we released two different variety packs of our most popular combinations:
The variety pack has been successful for a number of reasons.
We were looking for ways to encourage customers to purchase multiple units across more than one SKU so that we could increase our brand affinity and the average order value per customer.
But we also found that there are many smaller retail stores that cannot have full cases of multiple SKUs on their shelves, simply because they lack shelf and storage space. By selling in variety packs, we also enable retailers to open the variety packs and merchandise them individually, giving us more visual space on the shelf without requiring large stock rooms for excess units.
The results speak for themselves. Variety Packs are our top-selling SKU in the US and now account for 25% of our total sales.