MOTH Drinks Taps Walrus to Lead US Marketing

MOTH Drinks—the UK brand that’s revolutionising cocktails in a can with premium, bar-strength and bar-quality drinks, sustainable manufacturing and packaging, and cutting-edge design—has tapped Walrus to help lead its expansion into the US. An acronym for “Mix of Total Happiness,” MOTH is the UK’s fastest growing premium RTD brand according to Nielsen, holds 73% share of the Margarita flavour category as the UK’s #1 Margarita, and was also the first premium ready-to-drink (RTD) brand in the UK to achieve B-Corp status. The account was awarded without a competitive review.

Initially, Walrus will oversee a launch campaign that capitalises on, and ultimately expands, MOTH’s recent distribution gains in the US. Slated to launch in May, it will introduce Americans to the unique qualities that has made MOTH a sensation in the UK: its delicious full-strength cocktails made with award-winning British spirits, its cheeky wit and strong brand messaging, and its commitment to sustainability (including 100% recyclable cans) and ethical business practices.

MOTH’s packaging and brand identity was created by globally influential design consultancy Pentagram. Walrus's work will keep with the aesthetic and tone of MOTH's UK marketing, but cater to the US cocktail drinker's sensibility and traditions.

Launched into UK’s premium grocer Waitrose by cocktail enthusiasts and Forbes 30 Under 30 honorees Rob Wallis and Samuel Hunt in 2021, MOTH instantly changed the game for RTD cocktails with a stylish, contemporary approach that appealed to a vast range of consumers. With its 10 classic cocktails, including a Margarita, Espresso Martini, and Mojito, MOTH quickly went from being available only in Waitrose stores, to available in 3,300 supermarkets across the UK, including major retailers like Tesco, Sainsburys, Morrisons, Whole Foods and Asda & Coop. Last year, It was the No. 1, fastest-growing premium RTD brand in the UK according to Nielsen, and the MOTH Margarita is currently the UK's #1 Margarita, with over 73% share of the Margarita flavour category.

The brand is bringing its four top cocktails to the US market initially: Margarita, Piña Colada, Mojito and Espresso Martini.

“Following our success in the UK of becoming the UK’s #1 fastest-growing premium RTD brand, we are excited to be bringing our bar-quality cocktails to the US this summer across Florida and Massachusetts.” said MOTH’s co-founder Sam Hunt, “We started MOTH with clear vision, to make the most delicious cocktails in can and we are delighted to be partnering with the Walrus team at such an exciting time for our brand as we expand across the US.”

In November 2023, MOTH began soft distribution into the US market, launching in six and quickly expanding to 17 Total Wine stores in Florida. This May, they will be launching in Massachusetts in all Total Wine stores and looking to grow distribution across 200 additional stores in the state.  

The campaign will play out across OOH, social media, off-premise assets and sales and distributor toolkits.