Why is it called “Ranch Water”?
“Ranch Water” is a famous cocktail originally from the state of Texas. The concoction is relatively easy to make, as it is only made up of three ingredients: Tequila, lime juice and sparkling mineral water that is served in a highball glass along with a straw. The mineral water portion of it is recommended, by most Texans anyways, to be served using Top Chico; because it is the most sparkly and has the overall best taste (also because like Tequila, it comes from Mexico and they share a huge border with Texas) among sparkling mineral waters.
Like many brands before them, Topo Chico is using a link to a famous cocktail in order to further advance its own brand among US consumers. A “Cuba Libre” or “Rum & Coke” is synonymous with Bacardi; and an “Aperol Spritz” even managed to include the brands name in the name of the cocktail. But unlike these other brands, were their liquor has to be the primary key ingredient, “Topo” (as it is most commonly called) the sparkling mineral water is the key ingredient in Ranch Water, and they are hopeful that both the cocktail and their brand can resonate all around the 50 states and beyond.
Topo Chico Hard Seltzer is finally ready to go national, as they had previously concentrated in some southern states and select markets, and they are doing this with a digital strategy. Focused primarily on micro-influencers that have a lot of sway and impact on local communities; as well as every day ordinary people that best represent what Topo is all about. Through Topo Chico USA’s Instagram account the brand portrays every day average joe’s going about their lives with one ting shared in common, a drink made with Topo Chico. From a personal level I think this is a great strategy, why? Because they make their product seem cool, approachable, relatable and most importantly a necessity in our daily lives.
Only time will tell whether Ranch Water and Topo surpass the likes of Moscow Mules and Pellegrino, but in the meantime I’m genuinely excited with what they are trying to do in order to one day get there. Please let me know in the comments below if you can think of any other cocktails were a certain brand is entrenched to the recipe.
“Sing like no one’s listening, love like you’ve never been hurt, dance like nobody’s watching, and live like it’s heaven on earth”. — Mark Twain.
RH
