Devils Backbone Distilling Co. announced that its ready-to-drink (RTD) canned cocktail, Smash, has received a “fresh squeezed” new look.  

The new branding, which was designed in collaboration with Minneapolis-based Rise and Shine and Partners, prioritizes a fruit-forward, high-impact look. The new eye-catching packaging boasts bright, bold colors that are reflective of each fruit flavor, along with realistic fruit illustrations, the company says. 

“We could not be more excited to bring this new look to the market,” said Megan Tuttle, regional vice president at Devils Backbone in a statement. “After five successful years, we thought Smash deserved a fresh look that better reflects its award-winning bright and juicy taste for new Smash drinkers and those that already love the brand.”

The new packaging rollout began with Orange Smash, with nine additional flavors and variety packs following: Grapefruit, Grape, Smash on the Beach, Lime Margarita, Watermelon Margarita, three variety packs — Vodka Variety Smash Pack, Block Party Smash Pack and Margarita Variety Smash Pack — and limited-edition seasonal flavors: Peach, Mango Pineapple, and Cranberry. 

The products in the newly designed packaging will be available for purchase in Virginia, Maryland, Delaware, D.C., New Jersey, New Hampshire, Maine, Vermont, South Carolina, Connecticut and Rhode Island.  

Additionally, Orange and Grape Smash will be available in new 16-ounce cans beginning in late January. Available in D.C., Delaware, Maryland and Virginia, their MSRP is $3.49 for one 16-ounce can or $6.50 for two.