CSNC Exclusive Q&A: Erika Maddox of Keurig Dr. Pepper Canada, talks about the launch of Snapple Spiked
While other alcohol categories are lagging, sales for hard tea are forging ahead. According to recent data, the Canadian market is projected to grow at a CAGR of nearly 32% to reach USD $1.35 billion by 2033.
READ: Nostalgia and novelty fuelling changes in Canadian consumer tastes
Keurig Dr Pepper (KDP) senior brand manager Erika Maddox is expecting big things for Snapple Spiked as the brand rolls out across the province with five SKUs (7% Variety Pack, 5.5% Variety Pack, 5.5% Raspcherry, 5.5% Peach and 5.5% Long Island Iced Tea).
And of note, Snapple Spiked is exclusive to the Canadian market and produced locally in Ontario, created specifical ly to cater to the preferences and lifestyles of Canadian consumers. CSNC caught up with Maddox to find out more…
What are your hopes for Snapple Spiked as it reaches Ontario c-stores and grocery
outlets?
Last year, Snapple Spiked 7% ABV Variety Pack launched in Western Canada and it was a top-performing tea innovation through the summer. The combination of familiar and beloved flavours with the higher ABV peaked consumer interest. This year, the team is excited to be relaunching the brand nationally, focused on driving trial with the launch of Snapple Spiked 7% ABV single serve 458mL cans alongside the variety pack.
By launching in convenience and grocery stores, the Snapple Spiked® brand can extend its reach beyond traditional liquor channels and connect with consumers in meaningful ways. With bold flavours and a bolder 7% offering, the ultimate goal is to establish Snapple Spiked as a go-to hard tea for Canadians.
What makes Snapple Spiked® ideal for convenience stores?
Convenience stores offer consumers easy access to quick and reliable drink options from recognizable brands, which is exactly what Snapple Spiked can deliver with its flavour-forward hard tea RTDs. By offering Snapple Spiked in convenience stores, the brand can extend beyond traditional liquor.
What makes Snapple Spiked® stand out in the hard tea space?
The hard tea category has been “same-old, same-old”—until Snapple Spiked arrived. Snapple Spiked stands out by leading with a bold, flavour-forward proposition rooted in the brand’s heritage. This is paired with a bold and distinctive visual identity and communication strategy that cuts through the sea of sameness in the hard tea category. Importantly, it’s not just about visually standing out from the crowd. Snapple Spiked Hard Tea also stands out on taste with a high-quality liquid made with real tea for a refreshing and flavourful experience.
The RTD consumer is looking for a bolder, stronger drink that delivers higher value to consumers, which is why the brand launched the new Snapple Spiked 7% innovation that delivers on both flavour and the higher ABV hard-tea drinkers want. Made with real tea leaves, natural fruit flavours, and a 7% kick of vodka, it offers a bolder take on hard tea that sets it apart from the category.
The hard tea category is seeing significant growth. To what do you attribute the increase in popularity?
The ready-to-drink hard tea category has evolved from a niche segment to a core part of the alcohol industry in Canada as consumers are looking for more flavour-forward options that feel real, refreshing and approachable. Consumers increasingly value flavour variety and convenience, which is why the Snapple Spiked brand has invested so heavily in creating a strong lineup of RTD flavour options. Growth is also being driven by consumers' desire for higher ABV RTD products—like our Snapple Spiked 7%, which just launched in Ontario this year.
What expectations do consumers have with an RTD from a beloved brand like Snapple?
In fact, when the Snapple Spiked® brand got a fresh new look in 2024, the goal was to honour the brand’s heritage with bright colours and bold designs while also modernizing the overall look and feel. That modern and bold visual identity has been taken to the next level with Snapple Spiked 7% - a bolder product within the vibrant Snapple Spiked brand personality.
How does having that brand recognition help Snapple stand out in a very competitive category?
In a crowded RTD space, familiarity drives trust and encourages trial. Snapple Spiked’s heritage and strong equity in flavour-forward beverages help it to stand out on the shelf, while the introduction of a bolder 7% ABV offering and vibrant packaging ensures it shows up in a culturally relevant way that resonates with today’s consumers.
