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Rochester, N.Y. — Seagram’s Escapes is kicking off 2025 with a vibrant new look and less sugar in selected flavors. The update reinforces the flavored malt beverage brand’s image, while making it easier than ever for legal drinking age (LDA) consumers to enjoy the products. Adding to the excitement, Seagram’s Escapes is introducing a tropical twist with a new, on-trend flavor: Pineapple Starfruit.
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“We are appealing to young adult LDA consumers who are looking to escape the flavorless, which is the theme of our 2025 promotional campaign,” said brand director Jaime Polisoto. “The new sleek cans and bold designs highlight a reinvented brand expected to appeal to new consumers seeking delicious and refreshing fruit flavor combinations to enjoy wherever their escape takes them.”
New Packaging and Flavors
Seagram’s Escapes sleek new packaging boasts a modern, contemporary look and features bold, colorful graphics and eye-catching designs that highlight the tropical, fruity flavors consumers love.
As a result of consumer feedback, the brand also decreased the sugar content in some of its offerings.
“Consumers tell us that we have best tasting flavors in the segment,” said Polisoto. “Reducing the sugar and maintaining the flavor profile expected from the brand" highlights "the opportunity to enjoy a refreshing and lighter drinking experience."
From 4-packs to a 24-count variety pack, each new pack will feature the line “Perfectly Sweet. Always Incredibly Delicious” to underscore attributes fans most often associate with the brand.
A new 12-pack of sleek slim cans will be offered in fan-favorite flavors, including Jamaican Me Happy, Blueberry Acai Lemonade, Peach Bellini and Black Cheery Fizz. Traditional FMB slim cans are outgrowing traditional FMB standard cans in total ROS across the U.S.
According to Polisoto, “Slim cans open up new consumption opportunities in places where glass is not allowed, while their modern design gives customers extra incentive to purchase more frequently. The brand will also continue to offer the classic bottle format, focusing our packs on best-selling fan favorites, including trending flavors.”
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The 6-flavor bottle variety pack has transitioned to a 4-flavor variety pack of bottles featuring the best-selling favorite Jamaican Me Happy along with Blueberry Acai Lemonade, Strawberry Daiquiri and the new Pineapple Starfruit; also available in 4-pack bottles and the 7.5 oz can. The new packaging and sleek cans will be available at major retailers and convenience stores across the U.S by the end of February.
Integrated Marketing Campaign and Merchandising
Seagram’s Escapes kicks off its “Escape the Flavorless” campaign with a dynamic CGI-powered roll out on National Escapes Day, January 30. Escaped-themed CGIs will pop-up across social platforms, bringing the brand’s vibrant energy to life in bold new ways. The campaign will include interactive content, influencer integrations, and exclusive giveaways designed to build social media momentum expected to engage and excite consumers.
A variety of versatile and compact merchandising assets are also available for small and large retailers, including new universal racks boasting three shelves designed to display 7.5 oz cans, 4-packs and 12-packs.