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Creative in association withGear Seven
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Animated Founder's Illustrate the Story of Straightaway Cocktail Ingredients

21/09/2022
Marketing & PR
Los Angeles, USA
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Portland agency North illustrate Cy Caine and Casey Richwine for the short explaining why the providence of their cocktails differentiates by other RTD cocktails

Straightaway Cocktails founders, Cy Caine and Casey Richwine are beyond dedicated to crafting high-art, super-premium ready-to-drink cocktails - which animated versions of the makers are happy to tell you all about.

Since the pandemic, consumers are drinking anywhere that’s 'safe' like their home or at outdoor gatherings. As a result, the RTD category is on fire, but at the real and perceived expense of quality. The ‘seltzerfication’ of the RTD cocktail industry - hard seltzers are projected to grow 22% by 2027 - has left consumers wary that anything in a can (or pre-mixed) is good.

To turn this perception around, Straightaway worked with local Portland agency North to illustrate - literally - the handcrafted provenance of their cocktail ingredients. North discovered the introverted but cocktail-geek personalities of Straightaway makers and co-founders Cy Caine, CEO and Casey Richwine, CPO, lent nicely to a cheeky animated short that explains why the providence of their cocktails differentiates by other RTD cocktails that are currently coming into the market.

“To me, it’s about being authentic to what that drink is and how it should be made: the right ingredients, the best ingredients, how I would make it at home, just making it to scale,” says an animated Casey.

Straightaway is looking to stake a claim as a powerful player in the RTD craft cocktail sector, growing the super-premium end and overcoming scepticism driven by low-quality products in the space.  Available in both can and bottles and sold wholesale and DTC, the brand’s most significant challenge is the premium price due to having handcrafted ingredients compared to the lower quality ingredients of the competitors.

I find that a lot of other folks in the category aren’t hand roasting hazelnuts - or filberts if you’re Oregonians like us - and you’re not going to see a lot of people picking furs off the fur trees to make your bitters for your Old Fashion,” says an animated Cy. “We literally build our own Amaro Liqueur and Vermouth to ensure our Negroni tastes the way it should.”

Straightaway’s Mari Gold was recently bestowed with Best of Show honours at the San Francisco International World Spirits Competition, the industry’s equivalent to the Oscars, and was also awarded the prestigious Distillery of the Year for Oregon for RTD at this year’s New York Spirits International Competition

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