SIX SIP HARD REFRESHER
The NEW RTD STANDOUT
Phillips Distilling enlisted Agency Squid to create and launch SixSip Hard Refresher. A new ready-to-drink alcohol brand designed to capture the attention of Gen Z consumers. From the ground up, Agency Squid led the brand strategy, naming, visual identity, packaging design, and go-to-market campaign. The goal was to build a vibrant, expressive brand that stood out in the competitive RTD and flavored alcohol space—fueled by bold aesthetics, culturally relevant storytelling, and digital-first creative that could thrive across social media and retail.
Research
Consumer Segmentation
Discovery & Strategy
Naming
Branding
Packaging
Communications
Creative Direction
Production
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Deliverables
Marketing & Branding Strategy
Branding & Art Direction
Copywriting & Brand Voice
Videography & Photography
Digital Presence
Website Design & Development
Social Media Strategy
Brand Launch
The Brief
Phillips Distilling enlisted Agency Squid to create and launch SixSip Hard Refresher. A new ready-to-drink alcohol brand designed to capture the attention of Gen Z consumers. From the ground up, Agency Squid led the brand strategy, naming, visual identity, packaging design, and go-to-market campaign. The goal was to build a vibrant, expressive brand that stood out in the competitive RTD and flavored alcohol space. Fueled by bold aesthetics, culturally relevant storytelling, and digital-first creative that could thrive across social media and retail.
Major Truth
Gen Z consumers were not looking for another beer or basic seltzer. They wanted bold flavors, vibrant branding, and drinks that matched their expressive lifestyles. In a growing but fragmented hard refresher market, no brand had fully owned their desire for. Individuality, spontaneity, and aesthetic-driven choices. Agency Squid built SixSip Hard Refreshers around this insight, creating a bold RTD alcohol brand designed to stand out, capture attention, and take market share from legacy players.
Research
Trend Analysis
To craft SixSip Hard Refreshers, Agency Squid studied the RTD beverage alcohol category. The team focused on high-growth segments shaped by Gen Z preferences. These consumers wanted flavor-forward drinks with strong visual appeal. However, the research revealed a clear gap. Better-for-you branding often lacked high-energy flavor experiences.
This insight inspired a product built around bold flavor, higher ABV, and social-first design. Agency Squid also studied how Gen Z blends online and offline life. They valued shareability, visual storytelling, and serotonin-boosting moments on Instagram and TikTok. As a result, SixSip became more than a drink. It became a beverage designed to be photographed, shared, and remembered.
Audience & Persona Development
To shape SixSip’s positioning, Agency Squid developed psychographic-driven personas. These personas were grounded in Gen Z’s drinking habits, cultural values, and lifestyle rituals. Through social listening, behavioral research, and trend mapping, the team found a clear audience insight. Gen Z wanted emotional, visual, and shareable experiences.
This audience valued newness, connection, and aesthetic-driven choices. As a result, Agency Squid created two persona segments. The first was the vibrant, trend-chasing Refresher Drinker. The second was the curious, wellness-aware Tepache Explorer. By understanding why Gen Z engages with brands, Agency Squid shaped SixSip Hard Refreshers from day one.
Branding
Strategy
The audience and persona work shaped a clear brand strategy. It spoke Gen Z’s emotional language through color, energy, and self-expression. Agency Squid understood their need for connection, visual appeal, and cultural fluency. Therefore, SixSip Hard Refreshers was built to live across digital and real-life moments.
The strategy focused on feel-good energy, visual storytelling, and inclusive identity. These insights shaped every part of the brand, from archetype and tone to mission and packaging. As a result, SixSip became rooted in joy, beauty, and shared experience. The brand was not just relevant to today’s drinker. It was also flexible enough to grow with them.
Packing & Identity
Most RTD brands use Tetra Paks for convenience. However, this approach often misses what drives the Hard Refresher category. Gen Z wants visual appeal, liquid expression, and identity-driven packaging. Therefore, Agency Squid built a packaging and identity system around vibrant color, unique form, and shareability.
Agency Squid developed a proprietary bottle shape for SixSip. It felt ownable, expressive, and different from anything else on shelf. The design also highlighted the liquid inside and supported flexible merchandising. As a result, the packaging became more than functional. It became central to the brand’s joyful and self-expressive identity.
The Work
Digital-First & Highly Segmented
To bring SixSip to life, Agency Squid launched a digital-first campaign. The campaign was built for cultural relevance and viral traction. It used scroll-stopping visuals, unexpected 2D and 3D transformations, and social-first content. As a result, the launch created immediate intrigue across digital platforms.
Curated influencer partnerships helped drive organic reach and peer-to-peer credibility. Experiential activations turned discovery into moments of delight. Fans could taste, share, and experience the brand in real time. Every touchpoint, from Instagram to IRL, reinforced SixSip’s bold identity. This positioned SixSip as a talked-about launch in the RTD space.
Retail/Shopper Approach
To support digital buzz at shelf, Agency Squid built a robust shopper marketing program. The focus was the convenience channel, where quick decisions matter most. The team developed disruptive POS materials to interrupt habitual shopping behavior. These materials also highlighted SixSip’s unique bottle shape and encouraged impulse trial.
The retail system included bold endcaps, countertop displays, and grab-and-go cooler clings. Each element was designed to stand out visually. It also reflected the product’s social and feel-good energy. As a result, SixSip gained stronger retail visibility and turned casual shoppers into curious sippers.
Agency Squid launched SixSip Hard Refreshers with a bold brand strategy and culturally-charged creative that redefined the RTD category.
Bold brand strategy & culturally-charged creative that redefined the RTD category.
Results
SURPASSING SALES GOALS
Beat initial sales projections by over 150%, securing key placements in Circle K, Target, Total Wine, and more.
