MADD Launches Line of Virgin Cocktails

  • September 18, 2009
Who says activists can't market? Mothers Against Drunk Driving (MADD) has signed an exclusive license agreement with Hill Street Marketing Inc. to produce a line of alcohol-free beverages, to be called MADD Virgin Drinks. The line, intended as an alternative to alcoholic beverages, includes three virgin cocktails (Mojito, Margarita and Pina Colada), a virgin Lager & Lime, virgin Red and White Wine, and a virgin Sparkling White Wine.

Distribution is not yet confirmed. Hill Street is in discussions with traditional retailers in the grocery, drug and specialty categories, looking for outlets that share their enthusiasm for the product and the cause. MADD Virgin Drinks will be available this fall.--Karl Greenberg

3 comments about "MADD Launches Line of Virgin Cocktails ".
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  1. Suzy Badaracco from Culinary Tides, September 21, 2009 at 3:35 p.m.

    I love this, as a trends forecaster for the food industry I love a good ricochet - when a trend jumps tracks.

    Suzy Badaracco Culinary Tides

  2. John Mallen from JMC Marketing Communications, September 21, 2009 at 5:26 p.m.

    I agree, as a PR guy and well, just a citizen, it's great to have an alternative that helps keep us safer on the roads, and that itself is a good alternative to an alcohol-based drink.

    John Mallen, JMC Marketing Communications & PR

  3. Rose Eliff from Self, September 21, 2009 at 5:58 p.m.

    Yay! I love the taste of margaritas and such, but don't like the way alcohol makes me feel. What a great alternative! Not just for non-drinkers; they can be marketed to alcohol drinkers, too. After one or two alcoholic drinks, a person can switch to the non-alcoholic version and still enjoy the flavor.

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