Minute Maid Spiked Taps Action Bronson for Campaign

(Photo: Minute Maid Spiked)

On Tuesday, Minute Maid Spiked announced it launched its first celebrity campaign, partnering with rapper and chef Action Bronson to highlight the brand’s message of individuality and versatility.

The campaign centers on the idea of embracing “every side of who you are,” aligning with Bronson’s multi-faceted public persona across music, food and entertainment. Known for adopting multiple alter egos, Bronson is featured as the face of the campaign, which positions the brand around personality-driven consumption occasions.

“I am not just one thing,” Bronson said in a news release, adding that the partnership reflects his approach to creativity across different disciplines.

The campaign comes as the alcoholic ready-to-drink category continues to expand, with the segment growing 5% year over year. Minute Maid Spiked has outpaced that growth, rising 92% over the latest 52-week period, according to Circana data cited in the release.

The brand’s portfolio includes wine-based and vodka-based RTD products designed for convenience, with no mixing required. Core offerings include citrus wine-based cocktails such as Lime Margarita, Strawberry Daiquiri, Piña Colada and Blue Hawaiian, alongside vodka-based products like Vodka Lemonade and Vodka Punch in multiple flavors.

Minute Maid Spiked operates under Red Tree Beverages, a subsidiary of The Coca-Cola Company established to manage alcohol beverage partnerships using Coca-Cola trademarks.

Lou Grill, president of Red Tree Beverages, said the campaign reflects a broader effort to connect with consumers through flexible, occasion-based drinking experiences.

The campaign also underscores continued competition in the RTD space, where major beverage companies are investing in brand-building and celebrity partnerships to capture share in a growing but increasingly crowded category.