Is Dunkin’ Spiked Proof That RTDs Have Gone Too Far –
Perhaps you’ve already seen the news: In what seems to be the perfect setup for a sequel to this Saturday Night Live parody commercial starring Casey Affleck, the donut chain Dunkin’ has announced a line of alcoholic coffees and teas, which are now available in a dozen states.
The Dunkin’ Spiked offerings are lightly carbonated, include a moderate amount of booze and a small amount of caffeine. They include several varieties of iced tea and iced coffee, in flavors inspired by the franchise’s popular non-alcoholic offerings. The Spiked line appears to be a play to get the Dunkin’ brand, which is predominantly associated with morning routines, into spaces where alcohol is more socially acceptable.
Perhaps buoyed by the success of hard seltzers and other ready-to-drink (RTD) offerings, Dunkin’ joins a slew of other non-boozy brands looking to expand into boozier territory. This includes Mtn Dew, Lipton Tea, Arizona Tea, Sunny D and Monster Energy.
But will Dunkin’ fans actually convert to Spiked drinkers? Those watching the space have reason to think so. Certainly, Dunkin’ is betting on it.
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“There has been an evolution where non-alcoholic companies aren’t as afraid as they once were, from a public relations perspective, to try this route,” says Jeff Musial, a partner at Brand Elixir Partnerships, by way of explanation. “Barriers have been removed.”
In the 1980s, Musial worked at Brown-Forman Beverage Co.—the makers of Jack Daniels—and
This Article was originally published on Wine Enthusiast
