Considering the booming hard seltzer market, which according to T4 was a $1.8 billion industry in 2020 projected to grow 35 percent this year, it does make sense though. While celebrities endorsing their own alcohol is nothing new, Travis entering the market with his own hard seltzer is a bit of a unique approach. “I can tell you, we talk to each other probably every hour with David and his entire team.” How do we want the cans to feel, do we want the matte finish? Do we want the tabs to look a certain way? So really taking him through all of that and making sure him and his team can make decisions with him around those elements,” says Buchanan. This wasn’t a brand that existed that we then said, ‘Okay, Travis, will you sponsor it?’ It’s literally co-creating the logo together. In the video he pulls samples off of the rapidly moving conveyor belt and sips each flavor. While Buchanan says that due to Covid-19 protocols much of the process was handled via Zoom, a recent teaser video also shows Travis paying a visit to the Los Angeles factory responsible for making CACTI. “He rolls up his sleeves and get things done, which is something we’re very lucky to have found.”Īhead of the CACTI launch, we spoke with Buchanan about what went into creating the product, working with Travis Scott, and more.īuchanan says that Travis and his team were very hands-on throughout the entire process from taste-testing flavors to finalizing the can design and providing input on the cardboard cut-outs that will be placed in retail stores. Give me a PowerPoint presentation,’” says vice president of marketing for Anheuser-Busch’s Beyond Beer, a segment that oversees non-beer products like Ritas and Hiball Energy, Lana Buchanan.
“ has his hands in everything, which is super amazing because sometimes you work with people and they’re very to the side.
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The most recent example, a movie trailer-esque, 30-second TV spot complete with a surprise Eric Andre cameo that aired during Sunday night’s Grammy Awards to promote the beverage.
Like projects before it, Travis and his Cactus Jack team have once again gone beyond just slapping their name and logo next to another one. Of course, we can’t forget about the multitude of Nike collabs and merch drops either.
And today marks the first time that the three flavors of CACTI, lime, pineapple, and strawberry, will be available to the masses.ĬACTI is the latest venture that Scott, who Forbes calls “corporate America’s brand whisperer,” is adding to his laundry list of big name collaborations that have included everything from a virtual performance in Fortnite to his own McDonald’s meal. It is Scott’s new spiked seltzer beverage crafted with the help of American brewing giant Anheuser-Busch. This is what Travis Scott shouts during the first verse of his most recent single “Franchise.” The video expands upon the lyric above, showing the rapper in front of a wall of CACTI-branded boxes, wearing clothing adorned with a CACTI logo, as he cracks open a can of CACTI.
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