AUSTIN, Texas--(BUSINESS WIRE)--Mar 11, 2026--
Blake's Beverage Company is betting that the next big thing in the cooler aisle isn't a seltzer, isn't a cocktail, and isn't another cider. It's a punch.
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The company announced today the nationwide launch of Giddy Up, a new line under its Austin Eastciders brand. At 11% ABV, Giddy Up is a wine-based punch sold in 19.2 ounce single-serve cans – gluten free, lightly carbonated and available at convenience stores launching in two flavors: Blue Raspberry and Tropical Blast, with a target retail price of $3.49.
Blake's Beverage Company built its reputation on craft cider, and Austin Eastciders has become synonymous with fruit-forward innovation in the category – from its best-selling Original Dry to last year's Spiked Agua Fresca lineup. But Giddy Up isn't an extension of the cider line. It's a new product for a different moment entirely.
"We kept hearing the same thing from consumers and retailers: people want something with real flavor that they can just grab and go," said Andrew Blake, founder and CEO of Blake's Beverage Company. "Not something they need to mix, not something that takes five minutes to order at a bar. Giddy Up is what happens when you take everything people love about a great punch and put it in a format that fits the way people actually live – fast, spontaneous and usually on the way somewhere.”
The future is fruit-forward
The launch reflects a broader shift in the alcohol industry. Fruit-forward beverages are driving outsized growth and the convenience channel has emerged as a battleground for higher-ABV, ready-to-drink options as consumers increasingly seek out single-serve formats that deliver on both flavor and occasion. Giddy Up is positioned squarely at that intersection, a product designed less for quiet nights in and more for the concerts, tailgates and late-night detours where a 19.2 ounce can is the right call.
The branding leans into that energy. Each flavor features its own illustrated character – cowboy hats, oversized sunglasses and enough color to cut through any cooler door. It's playful and loud by design, built to catch your eye at the same speed the product is meant to be purchased: quickly and with zero deliberation.
First Pouring in Austin, Texas
Already making its Austin debut, Giddy Up will be featured at SXSW and the legendary Luck Ranch, Willie Nelson’s famed property, for the Todd Snider Rules! tribute on March 20. The high-ABV punch is set to fuel the 3,000 daily attendees at Luck’s exclusive outlaw artist retreat. These appearances cement the brand’s place at the heart of Texas festival culture just as nationwide distribution begins.
For Blake's Beverage Company, Giddy Up signals where the Austin Eastciders brand is headed, further into the fourth-category space, following the culturally inspired approach that drove the Spiked Agua Fresca rollout and continuing to push beyond the boundaries of traditional cider.
"Austin Eastciders has always been about more than one drink," Blake added. "It's about a point of view. Giddy Up just turns the volume up."
For more information on Giddy Up and to find a retailer near you, visit https://austineastciders.com/.
About Blake’s Beverage Company
Blake’s Beverage Company is a leading craft beverage producer with a family of brands committed to quality, innovation and authentic fruit-forward flavor. With roots on a 1,000- acre orchard in Armada, Mich., Blake’s Beverage Company now includes Blake’s Hard Cider, Austin Eastciders and AVID Cider Co. As the company continues to expand its national footprint, Blake’s Beverage Company remains grounded in its farm crafted origins – bringing bold, fruit-forward beverages to consumers across the country.
About Austin Eastciders
With the inclusive rallying-cry, "Cider Y'all,” Austin Eastciders produces craft ciders in Austin, Texas, using real ingredients and bittersweet apples to create traditionally inspired ciders. Founded in 2013, Austin Eastciders offers a robust core collection including the best-selling Original Dry, Blood Orange, Pineapple and Imperial Tropical Punch. The cidery also produces a rotating line of limited release ciders ranging from Piña Colada to Hatch Green Chile – and everything in between – available in small batches in Texas and at their Collaboratory location, open seven days a week on the East Side of Austin. Can't make it to Texas? That's too bad, we wish you could! You can pick up a Taste of Texas in Austin Eastciders packaged products available across 22 states including the Northeast, Southeast and Southwest. For the latest on Austin Eastciders, follow us on Facebook, Twitter, and Instagram (@eastciders) or visit austineastciders.com.
Austin Eastciders Giddy Up
