BuzzBallz Markets Single-Serve Cocktails to Taiwanese Women

As Taiwan celebrates its Lunar New Year, a holiday celebrated with alcoholic drinks, BuzzBallz, a woman-owned, Texas-based, ready-to-drink single-serve cocktails company, is reaching out to that nation’s teetotaling majority: women.

BuzzBallz partnered with Uni-President Corporation, a 7-Eleven franchise with a large footprint across Taiwan, Thailand, Vietnam and the Philippines, to get BuzzBallz’s single-serve cocktails on shelves.

According to The Drink Business, Taiwanese women make up most of the country’s teetotalers due to an aversion to the heavy flavor and bite of spirits and beer, the most commonly consumed alcoholic beverages to this day.

However, a 2018 study from the Taiwan Public Opinion Foundation showed that more than half of the female drinkers polled prefer wine, a much smoother alcoholic beverage.

Keeping with his intuition and growing trends in alcohol consumption in Taiwan, Rodolphe Guillonneau, manager of Uni-President Corporation’s Global Procurement Office for Lifestyle Brands, felt it was time to market BuzzBallz Cocktails, a smooth, flavor-forward cocktail, to older Gen Z and millennial women.

As Guillonneau finalizes plans for marketing the small, brightly colored cocktails, he’s chosen to make the innovation, woman-owned status, fun branding and convenience the focus as he seeks out influencer content.

All of the following flavors were stocked in stores by December: Strawberry ‘Rita, Lotta Colada, Tequila ‘Rita and Choc Tease.
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“We’ve been working on this initiative since spring,” said Derek Dodge, vice president of international affairs. “We signed the contract in early September. Our first shipment was in October and the product [arrived] in Taiwan in December. So, all in all, it [took] eight months for the entire program to come together.”

It was important to BuzzBallz to get its single-serve cocktails on shelves before Feb. 1, the Lunar New Year.

“[Lunar] New Year in Taiwan is about family gatherings with different dinners planned during the week,” Guillonneau said. “Drinking is, of course, a huge part of the [festivities], as the dinners are followed with lots of talking, playing cards, mah jongg and more.”

Guillonneau said convenience for entertaining wasn’t the only reason for Uni-President being interested in the cocktails. He predicted that the colorful packaging would be appealing, particularly prior to Lunar New Year celebrations as many people enjoy incorporating the color red or the colors associated with their zodiac sign in their daily lives during these celebrations.

Though Lunar New Year celebrations are steeped in tradition, Uni-President has seen a shift in drinking culture within the country over the years as more women are increasingly becoming alcohol consumers.

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