BARRY

Alter Ego Drinks is launching Barry — a lightly carbonated, low-calorie, no-sugar RTD made with shochu, distilled vodka, and natural flavours. Launching in two bold flavours: Crushed Lemon and Watermelon Lemon.

Challenge:
How do we build brand awareness and drive trial for Barry in a crowded RTD market?

Insight:
Alcohol is an acquired taste. Many Gen Z drinkers are happy with the buzz — but not the burn.

Opportunity:
Position Barry as the most pleasurable way to get the buzz — without compromising on flavour.

Big idea: Hits the B-spot.

Bold, fun, and built for pleasure: feels good, tastes good.