MARK ANTHONY BRANDS: Lindsay Uhrich
Lindsay Uhrich
Vice-president of sales
Mark Anthony Brands
Based on your data, insights and experience, what’s trending for summer 2025?
Summer has always been the peak season for ready-to-drink (RTD) beverages, especially with RTD now available in Ontario convenience stores for the first time. Consumers turn to RTD in the warmer months for their refreshment, portability, and convenience—making them a perfect fit for the convenience channel.
Full flavour is front and centre this year. Consumers are gravitating towards bolder flavour options, from tropical Seltzer flavours to the explosion of canned cocktails, that deliver a stronger taste experience without sacrificing refreshment or quality for convenience. White Claw leads the charge in seltzer with the launch of our new, full-flavour Big Surf innovation. Additionally, as canned cocktails continue to explode, our Dillon’s, Olé and Finnish Long Drink portfolios are poised to deliver a diverse and delicious range of different cocktail options for consumers.
Another key trend, in particular within the convenience channel, is the shift toward higher-ABV offerings as consumers are looking for better value per can. This is where 7% ABV options—like White Claw Surge—really shine and have a strong opportunity to be prioritized on convenience store shelf sets.
Made in Canada is another noticeable consumer preference, that is for brands that highlight being made in Canada and tell Canadian stories. As tariffs and global dynamics shift, homegrown RTD brands are connecting more deeply with consumers looking to support local. We are proud to say that our range of brands including White Claw, Dillon’s, Mott’s, Olé, Finnish Long Drink and Tahiti Treat are all made in Canada
Transparency and real ingredients are also increasingly important to RTD consumers looking for quality and real callouts on packaging. Think real fruit juice, no artificial colours or flavours, premium spirit bases, clean sugar sources. Our Olé Tequila Cocktails beautifully exemplify this with our use of blanco tequila, authentic agave, real juice, plus no artificial flavours and preservatives.
Which of your products do you anticipate being hot sellers this summer?
With summer RTD season upon us, we are anticipating a surge of consumers looking for their tried-and-true favourite brands within the convenience channel. This includes our White Claw, Dillon’s and Mott’s portfolios, all top-sellers in Canada, respectively. We would also expect consumers to seek newer brands and innovations, this is where we are excited for Olé and Finnish Long Drink to bring more diverse options onto the shelf!
Within the convenience channel especially, single-serve formats will thrive as consumers impulse shop. We’d expect our single-serve options like the below to drive strong volume:
- White Claw Black Cherry 473 mL
- White Claw Surge Blood Orange 473 mL
- Dillon’s Tangerine, Lemon & a Hint of Mint Gin Cocktail 473 mL
- Mott’s Clamato Original 458 mL
- Mott’s Clamato Spicy 458 mL
- Olé Margarita 355 mL
- Finnish Long Drink Traditional Citrus 473 mL
- Tahiti Treat Fruit Punch Soda & Vodka 473 mL
As well, always a must to include in planograms are top-selling variety packs as consumers look for larger formats to bring to their summer social get-togethers.
Any new innovations in the mix?
We are so excited to have launched our largest portfolio of innovations this summer across Ontario!
With White Claw, we launched a range of new innovations here in Ontario in line with the key trends we are seeing in the hard seltzer space currently. Our White Claw Gin Smash—my personal favourite!—is our newest addition to our Smash line which is all about offering diverse spirit-bases and a premium seltzer option for more elevated occasions.
White Claw Big Surf offers bigger and bolder flavour with our tropical flavour combinations—all while still maintaining the better-for-you benefits that people love about White Claw. White Claw Surge Passion Fruit is our newest addition to our 7% ABV lineup, one we would recommend especially for the convenience channel knowing consumers are seeking higher-ABV options.
Building on the success of our Dillon’s Vodka Cocktails launch last summer, we have launched a new summer-inspired flavour with Dillon’s Watermelon, Lime & a Hint of Mint Vodka Cocktail.
Making its way over from the West coast, our Olé Variety eight-Pack is now available in Ontario including a mix of our delicious Margarita, Paloma, Chili Mango and Passion Fruit flavours.
And new to Ontario this summer is our launch of Finnish Long Drink, a sparkling grapefruit and gin cocktail inspired by the unofficial national drink of Finland. Our big Ontario launch recently blew up online and in the news across Toronto with a visit by our co-founder Miles Teller, easily one of the most unforgettable launch moments I’ve experienced in my 20-year career in the industry! We have both the Finnish Long Drink Traditional Citrus and Zero Sugar Citrus flavours available for the convenience channel in 473 mL single-serve formats this summer.
This is the first sales summer for convenience retailers. What advice can you share in terms of seasonal demand, sales cycles, category management, planograms etc.?
As summer is the key selling season for RTD, we recommend retailers increase and prioritize shelf space within the alcohol section for RTD placements. We have a few Do’s and Don’ts that we like to give to retailers to help them effectively showcase and sell RTD offerings.
Merchandising do’s:
- Make it easy for consumers to shop: Organize RTD products by segment (Hard Seltzer, Canned Cocktails, Caesars, Coolers, Iced Tea)
- Shelf positioning: Eye level for top selling SKU’s (i.e. White Claw, Dillon’s, Mott’s)
- Location: Place RTDs in fridge and in high traffic areas to maximize impulse purchases especially during the hot summer months
- Displays: Order extra cases for secondary displays to avoid stock outs, and cross merchandise with snacks if you have the space
- Receiving checklist: Check all products for spills or damages
- Order timing: Allow for two to three weeks lead time to ensure you receive the product in time
- Labels: Ensure all product labels and packaging are forward-facing to maximize visibility for shoppers
- Rotate inventory: Use the FIFO (first-in, first-out) system to ensure older products are sold first
- New products: Use signage or displays to showcase new and seasonal RTD products
Merchandising don’ts:
- Placement: Don’t place RTD or any alcohol beverages beside energy drinks
- Damaged products or packaging: Don’t display damaged products or cases.
- Variety packs: Don’t sell variety packs as single cans
How are you partnering with or supporting convenience retailers this summer?
We are excited to bring our RTD portfolio and expertise into the convenience channel for the first ever summer season. Our range of brands and innovations will be supported by merchandising, order assistance, and addressing any questions stores may have. Additionally, our team is available to provide training and education on the category and brands. For any questions or inquiries about our Mark Anthony portfolio of RTD brands, convenience retailers are welcome and encouraged to reach out to us at any time.
In terms of perfect pairings, what other convenience items go well with your offering?
White Claw pairs very well with items you would bring to social gatherings like summer BBQs, picnics and parties. At the same time, we know hard seltzer consumers are looking for options that support their better-for-you lifestyles. We’d recommend pairing White Claw with items like lightly-salted chips, popcorn, pretzels and lower-sugar candy.
Given the craft and artisanal nature of Dillon’s, we see great pairings with more premium and higher-quality options like kettle chips, artisan popcorn, dark chocolate and charcuterie-style meat & cheese packs—perfect for elevating the cocktail and entertaining experience. Canadian brands are also a great tie-in as the Dillon’s Distillery has always prioritized working with local partners and ingredients.
There are a lot of fun options with a brand like Olé, with items that pair well with premium, tequila cocktails. Tortilla chips and salsa, guacamole, and cheese are an easy combination with Olé.
With Mott’s, leaning into the savoury snack space is a great fit with jerky, mixed nuts, pretzels and potato chips pairing really well with the Clamato base.
