On The Rocks is betting the strawberry daiquiri could return to popularity, as this ready-to-drink cocktail brand is introducing it to their line-up.
“Strawberry margaritas are quite popular which is why you probably also see a lot of ready-to-drink ones out there,” says Krista Kiisk, head of marketing at On The Rocks Cocktails. “Considering we already boast two delicious margaritas, a classic, and a spicy jalapeño pineapple option, we sought to deliver something unique with this core extension.”
To decide on the next flavor to develop, Kiisk says the brand looked at consumer tastes. “We noticed the growing desire for tropical flavors,” she says. In fact, FlavorSum recently named that the number one trend for 2024, she says.
The brand also noticed an increased interest in rum-based cocktails, too, which also went into their decision-making. “On The Rocks Cocktails prides itself on having a portfolio that feels like a perfect cocktail menu–providing something for everyone without overwhelming options, which is an expression of the brand’s roots in the hospitality space,” she says.
“Our strawberry daiquiri is designed to bring the taste of a tiki bar to your home, without the hassle,” she says. “If you haven’t enjoyed a strawberry daiquiri recently, ours will surely satisfy your craving for tropical flavors and potentially surprise you with its harmonious, well-balanced taste.”
Every cocktail in the On the Rocks portfolio is meticulously developed by an actual bartender. “On The Rocks Cocktails has a team of award-winning bartenders who meticulously develop every cocktail, ensuring that the bartender’s craftsmanship is captured in a ready-to-serve format,” Kiisk says. “For the Strawberry Daiquiri, a traditionally very sweet cocktail, we spared no expense. It took 52 unique recipes and months of work to get it just right.”
The cocktail was challenging to create because all too often, a strawberry daiquiri comes across as too sweet. “We invested a significant amount of time and energy to ensure it tasted fresh and well-balanced, to achieve the perfect not-too-sweet cocktail,” Kiisk says. “We even went so far as to create a custom blend of light and dark Cruzan® Rums to create the right spirit profile to complement the cocktail.”
Balance is key to creating a perfect cocktail, including the strawberry daiquiri, she says. “A truly great strawberry daiquiri strikes a perfect harmony between sweetness and tartness,” Kiisk says. “On The Rocks Cocktails achieves this by combining ripe strawberries, tart lime, and our custom Cruzan® Rum blend, and this ultimately delivers a vibrant and refreshing result akin to sunshine in a bottle.”
The new flavor of strawberry daiquiri, as well as the other eight cocktails currently in their portfolio, is available at liquor stores across the United States. It can also be found here.
Kiisk recommends pouring it over ice, shaking with ice then straining into a chilled cocktail glass or blending it with ice for a frozen cocktail. “Garnish creatively with strawberries, citrus, herbs, and more,” she says. You can make it as simple or as festive as you’d like.”