Maui Brewing Company is rolling out a line of ready-to-drink canned cocktails and hard seltzers in hopes of offering a local alternative to products being shipped to Hawaii from the mainland, co-founder and CEO Garrett Marrero told Brewbound.
The new lines, which will initially be sold only in Hawaii, offer Maui “an avenue for growth” as competition increases, he added.
In late June, Maui launched a line of canned cocktails under the Kupu Spirits banner. The “Maui” name had already been taken by a spirits company, so the company chose “kupu,” which in the Hawaiian language means “to sprout” or “to grow.”
Kupu rolled out with three offerings — Whiskey Cola, Whiskey Ginger and Gin & Tonic — with a fourth SKU (vodka soda) on the way. The current offerings each check in at about 7% ABV and blend Kupu’s whiskey and gin with Maui’s existing non-alcoholic Island Soda line.
“The Idea is integrating things that we make together into a new product line,” Marrero said. “We’ve made the sodas forever; this is just an extension of that.”
Kupu’s canned cocktails are sold in 4-packs and single-serve cans and are priced similar to products from Cutwater Spirits (around $12.95 per 4-pack), the San Diego-based craft distilling venture that was acquired by Anheuser-Busch InBev in February.