Austin Eastciders, a Blake’s Beverage Co. (BBC) brand, announced the nationwide launch of Giddy Up. The new beverage isn’t a seltzer, a cocktail or another cider: it’s a punch, the brand says.

At 11% ABV, Giddy Up is a wine-based punch sold in 19.2-ounce single-serve cans. Giddy Up is gluten-free, lightly carbonated and available at convenience stores in two flavors: Blue Raspberry and Tropical Blast.

BBC has built its reputation on craft cider, while Austin Eastciders has become synonymous with fruit-forward innovation in the category, it notes. However, Giddy Up is not an extension of Austin Eastciders’ cider line. It’s an entirely new product for a different moment, the brand states.

“We kept hearing the same thing from consumers and retailers: people want something with real flavor that they can just grab and go,” said Andrew Blake, founder and CEO of BBC, in a statement. “Not something they need to mix, not something that takes five minutes to order at a bar. Giddy Up is what happens when you take everything people love about a great punch and put it in a format that fits the way people actually live — fast, spontaneous and usually on the way somewhere.”

Giddy Up is already making its debut in Austin and will be featured at SXSW and Luck Ranch, Willie Nelson’s famed property, on March 20. These appearances solidify the brand’s place at the heart of Texas festival culture just as nationwide distribution begins, it says.

Additionally, the brand notes that the launch reflects a broader shift in the alcohol industry, where fruit-forward beverages are driving outsized growth. Moreover, Austin Eastciders says that the convenience channel has emerged as “a battleground for higher-ABV, ready-to-drink (RTD) options” as consumers increasingly seek out single-serve formats that deliver on flavor and occasion.

Giddy Up’s branding leans into that energy, it adds. Each flavor of the punch features its own illustrated character, with cowboy hats, oversized sunglasses and “enough color to cut through any cooler door.” The branding is both playful and loud, built to catch the eye of the consumer.

“Austin Eastciders has always been about more than one drink,” Blake added in a statement. “It’s about a point of view. Giddy Up just turns the volume up.”