Dear Client:
Anheuser-Busch has just sent word to its wholesalers informing them of their decision to “stop all production and brand development of CACTI Agave Spiked Seltzer,” BBD has learned.
The move to end the brand — which A-B launched in partnership with celebrity Travis Scott less than a year ago — is not a total surprise, given the dark cloud hanging over the celeb after a number of people were trampled to death at his recent Astroworld concert.
Still, even before the recent Astroworld tragedy, there were some troubling signs for the brand.
After a rocketship start, becoming a top 5 seltzer brand with 3.2 share of the segment in just one week of sales, it has petered out significantly, holding just under a one share of the segment (0.8%) in recent Nielsen data.
Even more concerning was some of the pricing we had seen as of late, like CACTI variety packs (9-count) going for $3.98 a pop, 44 cents a can, ahead of Labor Day at a WinCo in Arizona.
Now, a few months later, and just nine months after launch, A-B has pulled the plug. Here’s the statement from an A-B spokesperson in full:
“After careful evaluation, we have decided to stop all production and brand development of CACTI Agave Spiked Seltzer. We believe brand fans will understand and respect this decision.”
Until Monday,
Harry, Jenn, and Jordan
“Life is what happens to you while you’re busy making other plans.”
– John Lennon
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YTD sell days Over/Under: -1
