While celebrities endorsing their own alcohol is nothing new, Travis entering the market with his own hard seltzer is a bit of a unique approach. Considering the booming hard seltzer market, which according to T4 was a $1.8 billion industry in 2020 projected to grow 35 percent this year, it does make sense though. Anheuser-Busch currently produces a handful of other hard seltzers including BON V!V and Social Club as well.
According to an official press release, CACTI will be available in a handful of ways. Along with nine-count variety packs that offer strawberry, pineapple, and lime flavors, there will also be single 16- and 25-ounce cans of pineapple and lime sold. Buchanan notes that strawberry is Travis’ favorite from the original trio of flavors. Because Travis likes tequila, CACTI is infused with 100 percent premium blue agave from Mexico. It also offers a bit of a higher alcohol-by-volume (ABV) than most seltzers on the market too (CACTI comes in at 7 percent while brands like White Claw or Truly are both 5 percent ABV).
“When we looked at seltzer, we really recognized that especially for a larger consumer base, they were kind of ready for something that had more flavor, had more ABV, had some more unique ingredients. So that’s where we focused because Travis also likes seltzer,” says Buchanan. “He likes that it’s refreshing and that you could sit there and enjoy one when you’re hanging out with friends, but he wanted one that delivered on taste and that’s higher ABV versus what was in the market.”