We know we have great products and fans who've really bought into what we're doing at Loverboy, but we also know that we must continually refresh and evolve to remain relevant. We want to be seen as a mainstay product, and we wanted to take a much more aggressive approach in announcing our presence and capturing shopper interest at retail.Īmanda Batula, co-founder Loverboy Photo, courtesy Darren Tolud/Loverboyīatula, who leads Loverboy's creative, added: Our redesign work with Thirst represents a doubling down of our investment in this category. The hard tea category is exploding across America, yet many of the established and emerging brands that have entered this segment have struggled to gain meaningful traction. Loverboy announced a deal with Total Wine and More last month that will see the spritz and cocktail range available in almost 240 Total Wine stores across the country by the end of the year. It has now been rolled out across Loverboy’s entire product portfolio – including the Loverboy Spritz and Cocktail range as they shift from online-only to brick-and-mortar retail availability for the first time.

The refreshed packaging debuted in an eight-can variety pack released in September.

The packaging embodies Loverboy and Cooke’s party spirit as they seek to conquer the US beverage market.

The new branding and packaging are brighter, louder, and bolder, and, according to Loverboy, “really helps the cans ‘pop” from the shelf.

Loverboy drink net worth