Sommer Ray releases Tempted, a Dirty Shirley beverage
Ready-to-drink brand launches on Gopuff
Fitness influencer and social media personality Sommer Ray has co-founded Tempted, a ready-to-drink (RTD) Dirty Shirley brand. Tempted launched on Gopuff in select markets.
The brand currently offers a single 7% alcohol-by-volume (ABV) canned cocktail featuring cherry and pomegranate flavors with a hint of lime and light carbonation. The beverage’s formula was designed “to replicate the bar experience rather than approximate it,” the brand says.
“Everyone loves a classic Shirley Temple — it’s nostalgic, it’s familiar,” Ray said in a statement. “But when it came to RTD, everything felt the same: seltzers, teas, nothing that really stood out. We saw a huge gap for something more fun and true to the original, and that’s exactly what Tempted is.”
With Gopuff, Tempted is on a platform its audience already uses, the brand notes. Gopuff’s on-demand model meets consumers at the moment they want a drink — pre-games, beach days, nights in — without a trip to the store, the company says. The partnership between Tempted and Gopuff reflects the brand’s strategy to going where 21 to 40-year-old social drinkers already are, rather than waiting for them to find the product on a shelf, the brand explains.
“We were constantly joking that there should be more than just one Dirty Shirley, because no one had perfected the RTD version,” said Yoni Bierig, co-founder of Tempted, in a statement. “As soon as we started developing ‘Tempted,’ we became obsessed with achieving the right balance of flavors, and carbonation from the cherry, the lime and the lightness would ultimately make you want to drink another one as soon as you opened your first.”
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