And just like in the case of ranch water, major U.S. players want a cut of the action, and the chance to use their economies of scale and distribution networks to reshape the American consumer’s idea of Long Drink before it ever has a chance to get truly established on a wider level. The Finnish Long Drink is currently produced in a variety of flavors and sold in 15 states. The Long Drink business, in other words, is booming. They’re currently available in 15 states, and the $14 million they intend to sell in 2021 is an almost threefold increase in sales from last year. market, selling a premixed cocktail made in the traditional manner, with gin and grapefruit soda. Since that time, The Finnish Long Drink has been a rousing success on the U.S. in earnest by a company going by The Finnish Long Drink in 2018. Long considered the national drink of Finland since the 1950s, and also known as lonkero, Long Drink is a cultural staple in Finland that is sold in canned form by many companies, but it was brought to the U.S. Long Drink is something we’ve been aware of for a while, and a beverage that I occasionally have around the house, considering that my wife has become particularly fond of this refreshing combination of gin and grapefruit soda. This is what happens when a buzzy new cocktail/mixed drink with a marketable name begins to gain wider traction-the term is bastardized until the dominant brand bearing the name “ranch water” has next to nothing to do with the actual cocktail/drink that originated the term ranch water. This is something that was bugging me recently when I wrote about the influx of new “ranch water” brands on the market, almost all of which are malt-based seltzers trying to somehow capture “tequila” flavor without actually having any tequila in them. And folks, these companies are rarely disappointed by the results of such cynicism. These companies do not exactly hold the rank-and-file drinker in high esteem, and the assumption is pretty much always that the consumer will simply purchase whatever they’re told to purchase without questioning its origin or authenticity. If there’s one truism that can be depended upon in the marketing strategy of pretty much any international alcohol company, it’s the assumption that the average American consumer either doesn’t know or care much about what they’re drinking.
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