Golden Hour Anytime

Brand DNA Decoder
Reach Maximizer
Indulgence Escalator
Content Catalyst
Audience Builder

SITUATION

In a crowded RTD market that was starting to look and feel like much of the same thing, Fuego saw an opportunity to bring a vodka-based ginger beer to the US, something that had become hugely popular in other markets, but had almost no presence in America.

Fuego created two Ginger Beer flavors/SKUs, Original and Spicy, with the initial launch planned for Southern California. Catering to the adventure takers and social seekers (24-34), Fuego was the perfect, sessionable complement to sitting by the fire, BBQ-ing, beach volleyball, etc.

Behavioral Insight

Capitalizing on the uniqueness of Ginger Beer (in a sea of watermelon, grapefruit, and black cherry) and the low ABV that appeals to a new wave of consumers who are less focused on the buzz and more on the enjoyment, we leverage the Von Restorff Effect to bring these two aspects of Fuego into view.

Solution

We created a fresh, distinctive brand identity that signaled ginger, fresh, and low ABV across cans, packaging, and bar taps to disrupt the market visually. A key element was a deconstructed ginger plant motif that emphasized the star ingredient.

Inspired by the founder’s nostalgic Southern California summers, we crafted the evocative tagline "Golden Hour Anytime," perfectly capturing the carefree, endless summer vibe inherent to every sip of Fuego.

To amplify brand visibility, we developed a vibrant suite of "Sips on Lips" merchandise, including koozies, coasters, hats, and t-shirts, as well as event essentials like branded tablecloths, umbrellas, signs, and tents.

outcome

Fuego’s soft launch at Coachella was a runaway success, selling out within hours. This overwhelming response prompted a tenfold increase in production for the next run. With a full-scale launch rolling out across Southern California in summer 2025, the golden hour has officially arrived—and it's here to stay. Stay tuned for more from Fuego!