A-B Takes Aim at Seagram’s Escapes with New, National Margaritaville Tropical Punch

Dear Client: In the fall of 2020, we wrote about a Margaritaville pilot that A-B was doing in key markets [Florida, Texas and Georgia] featuring that iconic, beach-summoning brand and some low-ABV, tropical-themed beverages [see BBD 11-20-2020]. Now those brands are going national, as the company hinted at Samcom earlier this year.  Indeed, A-B intends to capture growth in the FMB space, it said this week, citing IRI stats that "low ABV FMBs have grown to a $190 million category"