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The producers of RuPaul’s Drag Race—and shepherds of the TV property’s expanding media and events empire—are breaking into consumer packaged goods for the first time with a line of canned cocktails.
The beverages launch for pre-sale Friday under the House of Love brand and will include flavors like watermelon vodka, tangerine margarita and strawberry daiquiri that pack a 7% to 12% alcohol-by-volume punch. The direct-to-consumer debut also features ginger mule and colada mocktails.
Randy Barbato and Fenton Bailey, who lead Hollywood production company and RuPaul’s Drag Race home World of Wonder, said the move into branded merchandise has been “a long time coming” and represents a “natural extension” of the Emmy-winning franchise.
Diving into the trendy ready-to-drink category, which is already jam-packed with legacy alcohol conglomerates and emerging players, isn’t as daunting as it would seem, the partners told Adweek.