Aussie singer, G Flip, has entered the drinks market with a new concept – launching BOX Alcoholic Juice in flavours Apple Guava and Tropical Bang.
Created in collaboration with Moon Dog Craft Brewery, the product is Australian made with real fruit juice, pairing cloudy apple juice with guava, or blending orange juice, passionfruit, and candied pineapple in the Tropical Bang flavour.
When asked how the collaboration came about, G Flip told Food & Drink Business that juice and alcohol had always been their drink of choice, with singing making it necessary to stay away from carbonated drinks.
“Me and my team went to Moon Dog with the idea and they were into it so we made it happen! We’ve been working on BOX since the end of 2023 so it’s so exciting to have it out in the world,” G said.
“Everyone at Moon Dog is such a legend and it’s been awesome creating BOX with them, it’s really been a team effort.”
G also said that the flavours chosen were based on their own go to mixed juice drinks.
“I really wanted the flavours to taste like when you mix juice and alcohol and not lose the fresh flavour of real juice. They are both made with a neutral alcoholic base so the juice really shines - it’s delicious,” they said.
Sold in a 330ml can with a 4.5% ABV, it’s recommended to flip before drinking to get the best experience, to allow the bubbles and flavour to balance.
Moon Dog Brewery CEO, Josh Uljans, said that the minimal carbonation enhances the naturally sweet and juicy mouthfeel, leaving just a hint of effervescence.
“G isn’t just a face behind this brand, G is BOX, the juice in the can is a result of their creation vision and it was a pleasure to bring the liquid to life together,” he said.
Launching with Endeavour Drinks nationally, BOX will roll out at BWS and Dan Murphy’s stores across the country from early July.
Endeavour Group's head of spirits, Sarah Hall, said that BOX was the best of both worlds, offering trusted and nostalgic flavours.
“It’s a largely untouched category and brand new product, unlike anything else on our shelves at the moment,” she said.
“It's ticking all the boxes in terms of what our consumers are looking for right now, particularly Millennials. BOX spells adventure and an appetite for risk, but with the tastes they know and love.”
BOX Alcoholic Juice in flavours Apple Guava and Tropical Bang is now available in BWS and Dan Murphy’s for RRP $22 in a four pack, $48 in a mixed 10-pack, and $105 in a 24-can slab.
