When you think of cocktails, canned drinks may not be the first thing that springs to mind. But startup Tip Top Proper Cocktails has been shaking up the drinks industry with its range of high-end mixed beverages since its launch in 2019.

From gin and tonics to espresso martinis and margaritas; whatever your poison is Tip Top has it covered online, in-store, and even in the air.

Neal Cohen, co-founder and chief brand officer sat down with Adweek’s community editor, Luz Corona and senior producer Al Mannarino for a special episode of Yeah That’s Probably an Ad.

The trio cracked open a cocktail and discussed the power of brand partnerships, the growth of the ‘ready-to-drink' category, and what it was like to launch a business just on the cusp of the pandemic.

Cohen also revealed where he gets the inspiration for new flavors and the challenges of bringing a new brand to market for the first time.

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Sources: ¹ Fortune, August 2023. ²Walmart internal data, January 2023. No endorsement of third-party data sources.  

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