River Siren Entices Country Star Ryan Bingham's Return to Lone River With New Cocktail Offering
**Lone River Ranch Water Introduces New Margarita-Style Beverage, Ranch Rita**
Lone River Ranch Water, the popular agave-based canned cocktail brand, has announced the launch of a new brand extension – Ranch Rita. The Texas-based company, which was founded in 2019 and acquired by Diageo in 2021, has partnered with GSD&M for the advertising campaign of this new margarita-inspired drink.
Ranch Rita falls under the category of Margarita-style beverages, offering a fuller-flavoured drink that replicates the classic margarita cocktail experience in a convenient, canned format. Available in several flavours including Classic, Spicy, Mango, and Blood Orange, Ranch Rita is designed to be more indulgent than the lighter Ranch Water, with a higher calorie and sugar content, while still providing a refreshing and flavourful drink experience.
The creation of Ranch Rita aligns with Lone River's mission to offer a range of tequila-inspired beverages. It is the brand's first foray into the margarita market, following the success of its namesake Ranch Water hard seltzer. The new extension continues the theme of the "Follow It West" tagline introduced by actor-musician Ryan Bingham, who also features in the advertising campaign.
The advertising campaign for Ranch Rita is designed to highlight the unique character and personality of the drink. It suggests that Ranch Rita plays her own music, implying independence and individuality. The campaign features female-inspired music, such as Van Morrison's "Brown Eyed Girl," and is accompanied by actor-musician Ryan Bingham, who previously helped introduce Lone River Ranch Water.
Ranch Rita has an alcohol content of 6% by volume. Its flavour profile includes key lime and tequila spice, making it a perfect addition to the margarita-inspired drink category. Lone River Ranch Water, which originated in Far West Texas, is known for its commitment to quality and taste, and Ranch Rita is no exception.
The launch of Ranch Rita marks the first brand extension for Lone River Ranch Water, demonstrating the brand's continued growth and innovation in the hard seltzer market. As the brand expands its product line, it is poised to capture a larger share of the growing margarita market, offering consumers a high-quality, flavourful, and convenient alternative to traditional margaritas.
[1] Source: Lone River Ranch Water press release, 2023.
In alignment with its commitment to a diverse tequila-inspired beverage line, Lone River Ranch Water has introduced Ranch Rita, a Margarita-style beverage designed for a more indulgent experience. This new offering, along with its array of flavors such as Classic, Spicy, Mango, and Blood Orange, aims to bring the classic margarita cocktail experience in a portable, canned format.
Embracing a unique and individual character, the Ranch Rita brand extension is introduced in an advertising campaign featuring female-inspired music, linking the product to a lifestyle that values freedom and personal expression, particularly in the food-and-drink and entertainment sectors.
