VODKA FRIDAY: Reta Mitton
Reta Mitton
Co-founder, president
Vodka Friday
Based on your data, insights and experience, what’s trending for summer 2025?
We built Vodka Friday on coolers that are low in sugar, low in calories, and a clean 5% ABV—no chemicals, no aftertaste, just crisp, fresh flavour that actually tastes like what it says on the can. That clean approach caught on fast, and the momentum hasn’t slowed down. Our Peach Raspberry Thorny Beach cooler even snagged a bronze at the London Spirits Competition in the U.K.—and they only hand out gold, silver, and bronze, so we were in elite company. Since then, we’ve picked up international awards across every category we play in: vodka, flavoured vodka, coolers, and RTDs. Not to brag… but also, we’re definitely bragging.
This summer, the heat’s on high-ABV. With convenience stores capped at 7%, we’ve launched Vodka Friday Ramped Up—our cheeky 6.9% line that delivers bigger flavour, a little more sugar (naturally, from cane sugar), and a lot more personality. It’s full-bodied, bold, and gives people the extra kick they’re looking for. Think of it as our way of turning the volume up—just enough to be noticed. Perfect for grocery, convenience, and anyone ready to level up their summer cooler game.
With that in mind, which of your products do you anticipate being hot sellers this summer?
Our Vodka Friday Ramped Up coolers are definitely the ones to watch. We’re rolling out two bold new flavours—Swipe Right (Mango Mandarin) and Li’l Tart (Strawberry Rhubarb). Both clock in at 6.9% ABV, so they pack a little more punch—because sometimes, more is more.
Swipe Right is already stealing hearts—juicy, smooth, and hard to resist (just like a good summer fling). Li’l Tart is sassier, with that perfect strawberry rhubarb kick, and she’s building her own loyal fanbase one cheeky sip at a time.
Together, they’re the ultimate summer combo: full of flavour, a little edgy, and totally unapologetic. Basically, they’re everything Vodka Friday stands for—in a can.
Honestly, both have been solid wins. One’s sweet and flirty, the other’s tart with attitude—if I had to pick a front runner it would be Swipe Right Mango Mandarin.
Mango’s trending right now. What other outside influences are shaping the space?
Low sugar and low calorie are still ruling the game. It’s the health kick nobody saw coming in the booze aisle—but hey, we’re here for it. We use natural cane sugar, so we get to say “sweet” without the chemical side-eye.
Our eight-pack of 473 mL cans is another crowd-pleaser. It’s low-cal, full-flavoured, and basically made for the grab-and-go life. That’s what’s flying off shelves at grocery and convenience—convenience with a conscience.
Is the multipack new for you?
Not at all—but Ontario rules made it feel like we were sneaking vodka into the party through the back door.
In our first year, we had one lonely cooler SKU buried in LCBO shelves. Unless you were on a mission, you’d never find us. But the real shift came when convenience store distribution opened up—finally, a way to get our multipacks into carts without jumping through flaming hoops.
Now our eight-packs are front and centre where they belong—right beside the chips and ‘pour decisions’.
Convenience feels like a strong fit for your brand.
Convenience is where we’re growing roots—and we mean all of it. From mom-and-pop shops to bigger chains, we see every store as a chance to build the brand the right way. We’re not here to play favourites—every shelf, every fridge, every friendly store owner matters. Being a smaller producer lets us actually show up, shake hands, and build something real. It’s not just about selling cans—it’s about building community, one cooler at a time.
This is the first summer of sales for convenience retailers. What advice can you share about seasonal demand, category management, planograms, etc.?
First off—follow the planogram. Your head office made it for a reason, and we suppliers actually plan our volume based on it. Think of it like a GPS for your shelves: ignore it, and you’ll end up in the middle of nowhere with no coolers.
When it comes to long weekends—stock. Up. People shop like they’re prepping for the apocalypse. Be the hero who’s fully loaded, not the one with empty shelves and sad customers.
Bigger formats, like our 4L bag-in-box, are total weekend warriors—more sips, less fuss. And multipacks? They should be your summer MVPs. Load up before the rush, then ride the wave.
If AGCO lets you, try a little in-store magic—separation, signage, whatever draws attention. We just met with a company that handles Coca-Cola—they’re doubling down on convenience because alcohol’s the new traffic driver. People come in for coolers and leave with Coke, chips, and a life they didn’t plan for
I assumed non-alc beverage sales would be down because there’s less shelf space.
Surprisingly, it’s the opposite. Alcohol’s pulling people through the door—and once they’re in, they’re grabbing snacks, sodas, and whatever else they didn’t think they needed. It’s like a convenience store vortex. I didn’t see it coming either.
My advice to store owners? Don’t try to go head-to-head with the LCBO. That’s a losing game. Instead, stock something different—something with a story. Local brands (like ours, wink) not only give you better margins, but they also give customers a reason to choose you over the big guys. Bonus: “Support Ontario” looks great on a window sign and even better at the register.
How are you partnering with or supporting convenience retailers this summer? I know you’re in Circle K. Any promos?
Oh, we love a good promo—especially when it’s 40 feet wide and overlooking the Gardiner. We’re running a cheeky billboard near Exhibition Place again this summer. A couple of years ago, our billboard said, “Who doesn’t love big cans?” with “Women owned and operated” right underneath. Sales in Toronto spiked 30% in two weeks—so yeah, billboards work when they’ve got personality.
This year’s version is still in the works, but odds are it’ll feature our eight-pack or bag-in-box with something bold like “Find us at convenience”—because subtle has never really been our thing. Stay tuned ….
It's Friday night and time for some fun: What convenience items pair well with your products?
Oh, you know—anything salty, crunchy, and slightly regret-inducing. Nachos, chips, pretzels… basically the holy trinity of snack foods. If it crinkles when you open it and leaves flavour dust on your fingers, it pairs perfectly with our coolers.
Anything else you’d like to add?
It’s cooler season, and we’re just getting warmed up. Our full vodka lineup is crushing it, and we’re fired up to keep growing in grocery and convenience. This brand started with a laugh, a cocktail, and a whole lot of hustle—so go ahead and hold our martinis while we build something that’s all about quality, fun, community and damn good drinks.
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