FIFCO USA has unveiled several changes coming to its flavored malt beverage (FMB) brand Seagram’s Escapes, including the addition of slim cans and the reformulation of some core flavors.
The company has refreshed packaging across Seagram’s Escapes’ lineup, with new “bold, colorful graphics” and more “eye-catching designs that highlight the tropical, fruit flavors consumers love,” according to a press release. New packaging will also feature the text “Perfectly Sweet. Always Incredibly Delicious,” meant to “highlight product attributes fans most often associate with the brand.”
Additionally, the company has added a 12 oz. slim can 12-pack to its lineup, featuring four of its core flavors (all 3.2% ABV): Jamaican Me Happy, Blueberry Acai Lemonade, Peach Bellini and Black Cheery Fizz. The majority of Seagram’s Escapes’ existing products are packaged in 11.2 oz. bottles, with the exception of Seagram’s Escapes Refreshers – which launched in 12 oz. slim can 12- and 24-packs in early 2024 – and some 24, 16 and 7.5 oz single-serve cans of the brand’s core lineup.
“Slim cans open up new consumption opportunities in places where glass is not allowed, while their modern design gives customers extra incentive to purchase more frequently,” Seagram’s Escapes brand director Jaime Polisoto said in the release. “The brand will also continue to offer the classic bottle format, focusing our packs on best-selling fan favorites, including trending flavors.”
The company has also changed its 6-flavor bottled variety 12-pack to be a 4-flavor pack, featuring Jamaican Me Happy, Blueberry Acai Lemonade, Strawberry Daiquiri and a new Pineapple Starfruit flavor. Pineapple Starfruit will also be available in bottled 4-packs and 7.5 oz. cans.
Additionally, FIFCO has reformulated some of its core flavors to decrease the sugar content. Reformulated flavors includes Island Berry, Peach Bellini, Strawberry Daiquiri, Strawberry Guava, Strawberry Kiwi and Berry Mimosa. Sugar content varies by flavor, but all flavors now contain 24.9 grams of added sugar or less “to ensure sweetness and consistency across the traditional portfolio,” a spokesperson told Brewbound.
“By reducing the sugar and maintaining the flavor profile expected from the brand, we’ve increased the sessionability offering fans the opportunity to enjoy a refreshing and lighter drinking experience,” Polisoto said.
The refreshed packaging and products will be available at major retailers and c-stores by the end of February, according to the release.
The changes come after a year of double-digit declines for the FMB brand in NIQ-tracked off-premise scans. The brand family’s total dollar sales declined -12.1% and volume -15.3% in 2024 (data ending December 28).
Jamaican Me Happy was Seagram’s Escapes’ top-performing flavor in NIQ-tracked channels in 2024, and recorded even steeper declines (dollar sales -14.7%, volume -17.2%). However, the brand’s variety pack featuring the flavor recorded double-digit gains (dollar sales +21.5%, volume +19.3%), and was the only SKU to record growth among Seagram’s Escapes’ top 5 offerings by year-to-date off-premise dollar sales.