Here's how Spa Girls Cocktails came about, and what's next for the beloved brand.
Spa Girl Cocktails clock in as low as 48 calories per can. PHOTO COURTESY OF SPA GIRL COCKTAILS
How did Spa Girl Cocktails (drinkspagirlcocktails.com) come about? Spa Girl Cocktails was created by our founder, Karen Haines. She sought to create a ready-to-drink cocktail that was high-ABV, but still low-calorie, low-sugar and low-carb with clean ingredients that women actually wanted to drink. I became the CEO to help power a women-centric spirits company in late 2019 when the brand launched. Coming from the beauty industry, I’ve created and sold five companies. I’ve hailed from a long line of bootleggers and bathtub gin makers, and I had always wanted to shift from lipstick to liquor. Partnering with Karen to build this brand with such an amazing product was a no-brainer. The entire brand was inspired by Palm Springs where Karen lives. She pulled her inspiration from local hotels and architecture, and that has carried over into the look and feel of the brand.
What sets it apart from other brands on the market? The brand is all about celebrating the moments that matter to women. Spa Girl Cocktails is the highest-ABV vodka cocktail and is the only ready-to-drink product that speaks specifically to women. We know what women want, and it’s cocktails that don’t skimp on the vodka.
What have been some of the highlights since launching the brand? We have many things to celebrate at Spa Girl Cocktails that we consider big wins from the past two years. We’re the most successful ready-to-drink vodka cocktail launched in the last 24 months. We’ve grown over 290% in the last year (2020 to 2021) and sold 40,000 cases in 2021 in California, Colorado and online. We’ve built a community of over 36,000 women across the United States; we’re the most customer-reviewed cocktail, and we’re the most award-winning vodka cocktail on the market.
What’s your favorite beverage in the line? My favorite product would have to be our Sparkling Pineapple vodka cocktail because it tastes amazing, has the perfect amount of bubbles without making me feel bloated, and it reminds me to stand tall, be sweet and wear a crown—just like a pineapple.
And what should first-time customers try? Our Rainbow Pack is a perfect introduction to the brand and our products. This bundle offers a four-pack of each of our six award-winning flavors: noncarbonated Cucumber, Pear and Peach vodka cocktails and Sparkling Pineapple, Strawberry, and Mango vodka cocktails.
Why was having a women-led executive team important to you? I have an unmatched enthusiasm for the diversity and inclusion of women in business. My team of fiercely creative women is a force unmatched and it was really important to bring a team of women together to launch the first ready-to-drink spirits brand that is solely focused on women. The liquor industry is a male-dominated industry that hasn’t yet figured out how to connect with women. By us breaking the glass ceiling, creating this brand and succeeding with a female-focused approach, it shows the value in considering women in business and the impact that an all-female team can have on the market.
Spa Girl Cocktails founder Karen Haines with Beyer. PHOTO COURTESY OF SPA GIRL COCKTAILS
What’s next? We’re launching our Stronger Than You Think campaign on International Women’s Day this March. This campaign is a nod to everyday women who have displayed extraordinary strength in their lives by overcoming whatever life has sent their way. Just like most women, Spa Girl Cocktails is stronger than you think, and we’re proud of it. For decades, women have been trained to apologize for everything—the trivial, the everyday, the uncontrollable. Now, we’re done; Spa Girl is the high-ABV, made-by-women-for-women cocktail, and we’re here to own that. Since its inception, Spa Girl Cocktails has been put under a microscope for its high ABV content and for marketing specifically to women. Despite our early-on success and award-winning product, we continue to receive pushback over and over. We know what our consumer wants, and its cocktails that are as strong as they are.
In fall 2022, we’re looking to launch Fresh Infusions, our new line of bubbles with benefits. We’re creating a product that brings functionality to the cocktail. We’re adding things like collagen that women want to drink to feel good inside and out.
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