Tip Top Cocktails: Building a Category?

Dear Client: Tip Top Proper Cocktails are building out a lane of their own in the crowded ready-to-drink space. The brand relies on complex, bar-quality canned cocktails. And the format is novel: really high proof offerings (20s-30s% ABV) in really small cans (100ml/3.4 oz.). They seem to be reaching an inflection point. They're a top 10 velocity brand in Nielsen's spirits RTD category, a very crowded data set, yet they're not even among the top 45 distributed brands, so they're