BEVVY CANADA: Steve Zmudczynski
Steve Zmudczynski
Chief Commercial Officer
Bevvy Canada (Sandbagger)
Based on your data, insights and experience, what’s trending for summer 2025?
I think there are two major trends. First is the demand for 100% Canadian-made products. That’s going to be the biggest evolution in the alcohol space, as consumers become more educated about where products are made and who is making them. They’re looking for products that are not only Canadian, but as local as possible—Ontario-made if they can get it.
The second trend is natural ingredients. Over the past few years, there’s been a push toward low or no sugar, and people are now turning back to real, recognizable ingredients. Consumers are reading labels more carefully, and in some cases, they’re preferring real sugar over artificial sweeteners. So, that one-two punch—Canadian and natural—is what will define RTD trends in 2025.
Which of your products do you anticipate being hot sellers this summer?
The consumer landscape in Ontario has changed dramatically. Already, 35% of the market has transitioned to purchasing ready-to-drink products through grocery and convenience stores. That’s a major shift.
These shoppers are often looking for small formats—single cans or six-packs—because it’s about occasion-based convenience. They’re no longer limited to LCBO hours or locations; there are more options than ever.
From a product standpoint, consumers have heightened expectations. They want bold, flavour-forward cocktails. When someone picks up a Sandbagger Cransfusion, they want to really taste the cranberry and ginger. It’s about sessionable drinks with full flavour—not subtle hints, but bold, enjoyable experiences.
Do you have any new flavours this summer?
Yes! We have two brand-new packs this year. The first is an eight-pack vodka mix featuring pink lemonade, golden pineapple, white peach and passion fruit guava—all vodka-based and conveniently priced under $30.
We’ve also launched a new version of our Transfusion. Last year’s version was a grape and ginger “golf cocktail.” This year’s iteration blends cranberry and ginger, the Cransfusion is brand new to market this year. It’s my personal favourite.
What are the outside influences shaping the space, like the demand for zero sugar or lower carb?
Absolutely. Just take a look at our can. It’s pretty amazing when the ingredient list reads: water, vodka, cane sugar and natural flavours. That’s it. And that’s something we’re proud to talk about.
We want people to look at what’s in the can and understand it. We don’t cut corners—we put ingredients in that we’re happy to consume ourselves.
What makes your product stand out?
First and foremost, it’s our flavour. Our team follows a very strict innovation process. When someone tries our white peach, there’s a reason we chose white-flesh peach over another variety. Same with golden pineapple—we choose specific fruits for their taste and balance.
We take it personally. When someone tries a Sandbagger, we want the flavour to hit immediately and exceed their expectations.
The second differentiator is our story. This isn’t a brand born in a boardroom. It’s a 40-year family story that started in Peterborough, Ont., with our president Jay and his father, William Rowan. Jay is still out in the field doing store visits and tastings—he loves sharing the story and that heritage. It’s authentic, and that resonates with people.
This is the first summer of sales for convenience retailers. What advice can you share about seasonal demand, category management, planograms, etc.?
The biggest advice is to understand the peaks and valleys in alcohol sales. Stocking power is critical. Have your core SKUs well stocked and aim for at least two to four weeks of coverage.
When a customer sees an empty shelf, they’ll go to the next store—and if that store has the product, they may never come back. Out-of-stocks are a major issue, especially during summer when demand surges.
The four big long weekends are key drivers. You don’t want to be caught short because restocking takes time. So front-load your inventory in early summer and manage it carefully from there.
How are you partnering with or supporting convenience retailers this summer
Our sales reps are out across the province, supporting stores with merchandising, shelving and product education. We’re also bringing new innovation into the space.
For example, we’re launching a six-pack mixer under our Storyteller Beverages brand. It includes two Lime Rickey, two Bees Knees and two French 75. All made in Ontario, all Canadian. The pack is priced under $20 and specifically designed for convenience stores.
Understanding your customer is key. Just because a pack sells at the LCBO doesn’t mean it’s right for c-stores. The Storyteller six-pack is built for that smaller format and will be a standout option next year.
What convenience items pair well with your offerings?
Sweet and salty snacks—like a bag of chips—are a natural match, especially with refreshing flavours like lemon-lime. Picture it: a few bags of chips laid out before the BBQ gets going, paired with a Sandbagger Lemon-Lime.
Anything else you’d like to add?
Just this: the industry is moving faster than anyone expected. When beer first launched in grocery stores, it captured less than 10% of the market in a year. But RTDs are already at 35%, and that’s just the beginning.
Convenience stores that haven’t yet leaned into the category are missing a massive opportunity. This isn’t a trend—it’s the future. And the stores that get on board now will be the ones leading in the seasons to come.
