BeatBox Unveils Chillitas, a Sweet, Salty, Spicy “New” RTD Category

Dear Client:  BeatBox is stepping beyond its namesake party punch franchise with a second brand family — Chillitas, a "sweet-salty-spicy," carbonated FMB positioned to live at the crossroads of cheladas and high-ABV fruit RTDs. Leadership says the bet isn’t a me-too; it’s an attempt to create a new RTD category.  “It’s not a chelada, it’s a Chillitas," they repeatedly said throughout a meeting last month, debuting the product to select wholesalers. It's a big play for an increasingly larger producer,