SunDaze to Launch in SoCal with a Goal of Taking Citrus Cocktail Occasions Beyond Brunch

With a trippy Southern California vibe and inspiration from mimosas, the SunDaze line of citrus ready-to-drink canned cocktails is aiming to unchain the juice occasion from brunch.

SunDaze — which checks in at 6% ABV and comes in three flavors: Original Citrus, Botanical Citrus and Spicy Citrus — was founded by long-time CPG marketing consultant Arthur Gallego, who is serving as CEO, and Juan Diego Cordón Toledano, who is heading innovation.

Speaking to Brewbound, Gallego makes it clear that although SunDaze shares attributes with a mimosa, it isn’t one — its base is a fermented orange juice that is classified as a wine.

“It uses orange juice like a mimosa, but it’s not a mimosa because we don’t have any wine or sparkling in it,” he explained.

More importantly, Gallego doesn’t want the association to hamper occasions for SunDaze.

“It’s not really limited by this idea that citrus is a daytime-only thing for a cocktail,” he said. “That’s very antiquated.

“I want people to see this with the same versatility that they’re beginning to see in hard kombucha,” he continued.

Sun Daze, at 140 calories and 7 grams of sugar per 12 oz. can, plays within the so-called fourth category of alcoholic beverages, a wave of beverages that toys with “better-for-you” attributes.

SunDaze’s packaging calls out Vitamin C, probiotics, gluten free and antioxidants. Gallego doesn’t believe that SunDaze has “over promised” on perceived health benefits, something that led to lawsuits against Molson Coors for its marketing of Vizzy Hard Seltzer. Nevertheless, he’s already re-examining the messaging and planning to fine tune it, including adding a mention of SunDaze’s shelf stability.

The brand will begin e-commerce sales in early July and plans a mid-July arrival at retail, with an initial focus on the natural food channel in Southern California.

From left: Gallego, Goldberg, Ferrari, Toledano

SunDaze plans to partner with Beauchamp Distributing Co., a Compton-based Molson Coors wholesaler that also distributes craft offerings from Sierra Nevada, Boston Beer Company, Deschutes, Firestone Walker, Lagunitas, and New Belgium, among others

“They have a very strong foothold in Southern California and particularly Los Angeles, and that’s really where we want to build it, so Beauchamp is an ideal partner,” Gallego said. “I wanted L.A. … to feel like they own this brand.”

SunDaze will be sold in 4-packs of 12 oz. sleek cans at a suggested price of $14.99, as well as in single-serve cans for $3.99. The product is being produced at Stevenson, Washington-based co-packing facility LDB Beverage, which boasts capacity to produce 1.5 million cases annually and packaging capability for 12 oz. sleek and standard, 16 and 19.2 oz. cans.

The packaging is designed for a trippy, Southern California vibe, similar to artist David Hockney, Gallego said. He worked with Val Vincent on the design aesthetic, which he described as “an expression of my personal style, taste and interest in art and streetwear.”

SunDaze is one of the first alcoholic beverage brands to launch under the Proof Positive LLC banner from Redbud Brands, a venture capital brand incubator led by CPG veterans Brian Goldberg, John Ferrari and Kellam Mattie.

Redbud is in the process of raising a seed capital round of funding for SunDaze and Picadas, a not-yet-launched line of hard frescos. Gallego declined to share the target for the raise.

As SunDaze prepares to go to market, Gallego has filled out the leadership team with Jacob Wittmann heading sales, Jim Henson leading operations and Lou Applebaum serving on the brand’s board.

Even as its launch approaches, the SunDaze team is experimenting with the fermentation of other juices, such as mango, watermelon and strawberry, for potential future offerings.

“The umbrella vision for the SunDaze brand is to be a juice cocktail company,” Gallego said. “I think we’ll have our first wave of innovation starting in the beginning of 2022.”