Blake's Beverage Co. announced the nationwide launch of Giddy Up, a new line under its Austin Eastciders brand. At 11% ABV, Giddy Up is a wine-based punch sold in 19.2 ounce single-serve cans – gluten free, lightly carbonated and available at convenience stores launching in two flavors: Blue Raspberry and Tropical Blast, with a target retail price of $3.49.

Blake's built its reputation on craft cider, and Austin Eastciders has become synonymous with fruit-forward innovation in the category – from its best-selling Original Dry to last year's Spiked Agua Fresca lineup. But Giddy Up isn't an extension of the cider line. It's a new product for a different moment entirely. 

"We kept hearing the same thing from consumers and retailers: people want something with real flavor that they can just grab and go," said Andrew Blake, founder/CEO. "Not something they need to mix, not something that takes five minutes to order at a bar. Giddy Up is what happens when you take everything people love about a great punch and put it in a format that fits the way people actually live – fast, spontaneous and usually on the way somewhere.”