"Year-to-date through mid-September, Surfside's depletions (sales to retailers) reached nearly 8 million cases, about a 150% increase over last year. We budgeted to be up about 100% on the Surfside brand, and so we're doing a little bit better than that, Pappas said. As we've gone through the year and started to lap some bigger and bigger comps, the percentages have slowed down, but the case and the dollar gains have continued to increase, so I think overall, we've exceeded expectations."
"With 100 calories, no carbonation and real iced tea or lemonade blended with premium vodka, Surfside stood out in a sea of hard seltzers. Strong sales trends and positive feedback in the brand's early days gave the team the confidence it needed to ignore standard bev-alc practices of go slow on your expansion and one territory at a time, Pappas said."
Surfside, Stateside Vodka's hard iced tea and lemonade canned cocktail, is pursuing sports marketing and venue partnerships to broaden seasonal appeal. Year-to-date through mid-September, Surfside's depletions reached nearly 8 million cases, about a 150% increase over last year. The brand launched in 2022 and gained momentum in Philadelphia and the Jersey Shore, offering 100-calorie, non-carbonated vodka blends with real tea or lemonade. Strong early sales and feedback prompted accelerated geographic expansion rather than gradual territory rollout. Leadership cites slowed percentage growth as comps grow, but continuing increases in case and dollar gains have exceeded expectations.
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