Ranch Rider Wades Into Ready-To-Drink Wars With Biggest Marketing Push to Date

The intentionally wacky campaign, from Callen, hypes its Jalapeño Ranch Water

There are plenty of cowpokes, Southern twangs, guitar riffs and rugged vistas in a new ad campaign from the Texas-based Ranch Rider Spirits Co. But the brand leans into sight gags, sound effects and slapstick jokes rather than earnest Americana for its highest-profile marketing push to date.

The fast-growing startup, which initially sold its ready-to-drink cocktails from a food truck, is promoting the return of a fan favorite flavor, Jalapeño Ranch Water.

In a series of wacky short videos with a “hide the jalapeño” theme, the hero hot peppers wind up in unlikely places, like chilling in an easy chair and sitting under someone’s bushy mustache, literally.



Subscribe today!

Cyber Monday Offer: Use Promo Code "SAVE25" on an Annual Subscription to Save 25%

View Subscription Options

Already a member? Sign in