Beam Suntory targets high-end on-premise, HORECA with On the Rocks pre-mixed tie-up

The On the Rocks tie-up features six of Beam Suntory's spirits brands

Beam Suntory has teamed up with RTS cocktail manufacturer On the Rocks for a line of pre-mixed cocktails in the US.

The group confirmed today that the partnership with the Dallas-based start-up will see the launch of a raft of co-branded products for the high-end on-premise and HORECA channels in the country. The confirmed range comprises:

• Old Fashioned with Knob Creek
• Margarita with Hornitos
• Cosmopolitan with Effen
• Jalapeno Pineapple Margarita with Tres Generaciones
• Aviation with Larios, and
• Mai Tai with Cruzan 

On the Rocks was co-founded in Dallas three years ago by entrepreneur Patrick Halbert and bartender Rocco Milano. "The team developed branding, packaging, a method for preserving cocktails made with natural ingredients in a bottle without separating or spoiling, and assembled a portfolio of esteemed clients," Beam Suntory said. "On the Rocks filled its first order in 2016, for Hawaiian Airlines, and has since added Hilton Hotels, Four Seasons Hotels, Pebble Beach Golf Club, and the Beverly Hills Hotel to its client roster."

Greg Hughes, GM for North America at Beam Suntory, added: "As the cocktail culture continues to thrive, we know consumers are looking for quality, hand-crafted cocktails in places where they haven't been available before. Our partnership with On the Rocks will help them capture more of these occasions, such as air travel, hotel room service, and major sporting events."

Late last year, Beam Suntory created the new role of chief operating officer. Albert Baladi, the company's head of international, assumed the position while at the same time moving to become president of the Americas region.

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