The term “good boy” is often used in reference to a well-behaved dog. But for Michigan-based ready-to-drink (RTD) canned cocktail brand Good Boy Vodka, the term is used to not only connect with consumers, but also to communicate its mission.

Founded in 2020 by Alex Pratt, Good Boy Vodka was founded on the vision to build a premium, American-made vodka brand that delivers on quality, connects with consumers and stands for something more, the founder and CEO shares.

“From day one, the focus was on creating great-tasting, approachable products made with real ingredients, while building a brand rooted in energy, lifestyle and purpose,” Pratt says. “That purpose comes to life through the Good Boy Foundation, and our ‘Every Pour Helps a Pup’ initiative, which supports shelter animals and working K9s.”

The brand was intentionally built to align with where consumers were heading, not where the category had been, he notes.

Last year, Good Boy closed out the year as the second fastest-growing RTD brand, according to data from Circana, Chicago. This is thanks to its triple-digit growth, Pratt shares.

“Our growth has been both rapid and intentional,” he says. “In the last year, Good Boy Vodka climbed from the No. 31 RTD brand in the U.S. to a Top 15 position, reaching No. 11 nationally, fueled by more than 300% year-over-year (YoY) growth. We’re also now recognized as the fastest-growing independent RTD brand in the country.”

Good Boy’s success comes down to a few key factors. First, Pratt details that the brand identified early that consumers were shifting toward spirit-based RTDs that are easier to enjoy, lower in sugar and more aligned with modern drinking preferences, including no carbonation.

“Second, we focused on building national distribution first, now in 44 states and counting, and then activating at a high level to drive trial and velocity,” he says. “Our ambassador program, on-premise focus, chain relationships and strong presence in social settings like golf courses have been critical in getting liquid into consumers’ hands.”

Finally, Pratt notes that Good Boy’s partnership with John Daly and its ability to move quickly with relevant innovations has allowed the brand to stay ahead of the curve.

“Authenticity is everything in today’s market,” he shares. “Our partnership with John Daly isn’t a paid placement, it’s a natural extension of who we are as a brand. John lives the lifestyle, he’s been part of the product from day one and consumers can feel that.”

That kind of credibility goes a lot further than a transactional influencer post, Pratt adds.

“It builds real connection, and that’s what drives long-term brand equity,” he notes.

When describing the current RTD cocktail market, Pratt says it is one of the strongest growth areas in beverage alcohol right now.

“Premixed cocktails grew 16% to $3.8 billion in 2025, and spirts-based RTDs have more than doubled their market share since 2021, while malt-based seltzers continue to decline,” he explains. “Globally, the category is projected to grow at more than 15% annually through 2030. Good Boy fits directly into that shift.”

The spirits-based brand is built on vodka and offers flavor-forward, easy-drinking cocktails that align with what today’s consumers are looking for, Pratt states.

“We didn’t just benefit from the trend — we anticipated it and built the brand around it,” he adds.

Pratt expresses his thoughts on what sets Good Boy apart from other brands on RTD shelves, the first being the liquid itself.

“Our products are vodka-based and many are non-carbonated or low carbonation, which is unique point of difference in a category dominated by bubbly drinks,” he says. “That creates a smoother, more sessionable experience.”

Second, Pratt points to the beverage’s flavor.

“We focus on bold, recognizable profiles that over-deliver, from our John Daly Tea + Lemonade line to our new GOLF Pack featuring the John Daly and three new golf-inspired cocktails,” he notes.

The third factor is Good Boy’s cultural relevance.

“Our partnership with John Daly and deep roots in golf culture have given the brand a strong identity, but one that extends well beyond the course and into everyday occasions,” Pratt says.

Finally, he lists the brand’s mission as a factor in its uniqueness.

“’Every Pour Helps a Pup’ is not just a tagline, it’s a real driver of consumer loyalty in a crowded space,” he adds.

In RTDs, Pratt feels that loyalty can be hard to come by.

“A lot of brands win on price or availability, and consumers tend to bounce between options,” he explains. “What we’re seeing is different. When you combine a product that genuinely over-delivers on taste with a mission people care about, you start to build real loyalty.”

The brand’s consumers aren’t just trying Good Boy, but they are sticking with it, Pratt states.

Finding success

When it comes to marketing campaigns, Good Boy’s is built around programs that drive both awareness and action, Pratt says.

“Campaigns like ‘Swing Into Play’ leverage our connection to golf with national sweepstakes, retail displays and on-premise activations that drive trial,” he shares. “Our ‘Good Boy Summer’ campaign brings the brand to life across key seasonal moments, focusing on outdoor occasions, high-energy experiences and dog-friendly activations that tie back to our foundation."

Good Boy leans heavily into experiential marketing through its ambassador network, allowing the brand to show up where consumers are actually enjoying the product, Pratt says. This could be on the golf course, at events or in bars or restaurants.

“Across all efforts, the goal is to convert visibility into trial and long-term loyalty,” he adds.

Good Boy Vodka is also known for its Good Boy Foundation. The foundation exists to support dogs in need, from local shelters to national rescue organizations and programs supporting military and service K9s, Pratt explains.

“Through our ‘Every Pour Helps a Pup’ initiative, a portion of every sale goes toward these efforts,” he says. “It’s not just a cause we support; it’s embedded into the DNA of the brand and plays a meaningful role in how we connect with consumers and build loyalty.”

Currently available in 44 states, continued expansion is underway for Good Boy Vodka.

“We’ve built strong relationships with our independent accounts and have distribution with some of the top chain accounts such as Meijer, Kroger, Walmart, Publix, Total Wine, Albertsons, Spec’s and more,” Pratt notes. “We are now focused on deepening distribution and driving velocity across both on-premise and off-premise channels.”

Looking ahead, he says the brand’s goal is to continue scaling as a top-tier RTD brand by expanding distribution, increasing trial through activation and sampling, and continuing to innovate with products that fit more occasions and reach more consumers.

“We’re a brand built on momentum, but we’re even more focused on what’s next,” Pratt states. “Our recent spring innovation push, including the launch of the Golf Pack and expansion of our Paradise and Splash platforms, reflects our commitment to staying ahead of consumer trends and continuing to raise the bar in the category.”

At the same time, she says that Good Boy is not looking left or right at competitors.

“Our focus is on building a brand that reaches more people, fits more occasions and delivers both great experiences and real impact,” Pratt concludes.