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Lone River Ranch Water—which quickly catapulted from its Far West Texas origins to national hot seller, putting its no-frills agave-based canned cocktails and the subcategory on the map—has dropped its first brand extension with a margarita-inspired drink.
Ranch Rita, with 6% alcohol by volume, key lime and “hints of tequila spice,” debuts with a campaign starring actor-musician Ryan Bingham, who helped introduce the flagship product and its “Follow It West” tagline last year.
In work created by the brand’s new agency GSD&M, Ranch Rita is both a cocktail and a woman who’s “salty, sweet—both when she wants to be,” according to the hero ad that tips its Stetson to female-inspired tunes like Van Morrison’s “Brown Eyed Girl”— “Ain’t no songs about her, cause y’all, she plays her own music.”