Sweet & Spiked

Fruitscato

The Challenge

Win the RTD occasion without a can, and connect with a new generation of legal-age drinkers who reach for sweet, sparkling, and sessionable over a traditional glass of wine. Ready-to-drink is the fastest-moving aisle in beverage, it belongs to seltzers and canned cocktails, and Fruitscato is a wine.

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The Strategy

GAS built a subversive entry: positioning Fruitscato squarely in the ready-to-drink moment and giving it a unique calling card: Sweet & Spiked. Wine, sparkling water, and real fruit flavor, in Peach and Strawberry. We then produced a whole suite of content: hero films, 6-second lifestyle cuts, UGC-style edits, statics, hero imagery, and merch, built across two SKU worlds that carried onto a custom landing destination with a built-in store locator. The system ran on two engines by design: video to drive engagement, statics to drive efficient reach.