—they make use of alcohol created by fermentation, rather than blending in small amounts of distilled spirits with sparkling water. Even despite the hard seltzer boom, this is something that many consumers still don’t understand, or care to understand. And of course, this means that these brands can’t genuinely reproduce the actual flavor profile of ranch water, because “alcohol from sugar,” as Lone River puts it, is just neutrally flavored booze that doesn’t taste like tequila.
“100% organic agave,” that is indeed a clever turn of phrase. After all, tequila is a product of 100% agave. But there’s no tequila in Lone River—rather, they’re presumably referring to the fact that the product also contains agave nectar for sweetening. The only way you’d ever knowand specifically clicked on the “what’s inside?” button, something that 99.99% of consumers will never do.
One has to wonder whether this watering down of the ranch water concept will simply kill off the trend before it even has a chance to truly bloom. Leave it to Big Alcohol to screw up something so simple, so thoroughly.
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