Alcoholic Ready to Drink brands (RTD) have a reputation for being sweet, childish and artificial. The project was initiated by the department of innovation at Arcus Norway, who identified an opportunity to change the perception of the category by creating a series of crafted cocktails with natural ingredients for a more quality focused consumer with a renewed interest for process, origin, ingredients and taste-complexity. The first two cocktails in the rage are Sidecar and Oslo Mule (a Moscow Mule with Aquavit instead of vodka).

Sidecar – A bottled cocktail paying tribute to a captain, his motorcycle, and the barman who mastered the balance.

It was five years after the war when the 'Années folles’ had finally hit Paris. The café culture was sprouting with lingering artists in a dance of darting eyes, twirling moustaches & jazzed cocktails. It was in the midst of frivolities when a young American Captain broke the French aperitif protocol. For brandy was never to be drunk before dinner had been served. They say, those who knew the man, knew the drink. But it wasn’t until Fitzgerald & Hemingway took it to the Ritz that the American’s Sidecar became the latest barman's wink.

Oslo Mule – a bottled cocktail with a twist on fresh and spiscy "Moscow Mule" featuring a splash of Norwegian Aquavit.

The origin of Moscow Mule is based on two people, John and Jack. Two men, neither of major influence, neither of any importance. But both would sit and scheme, after all it was the 40’s and Hollywood favoured the bold. Jack had a restaurant, the Cock N’ Bull, where he made ginger beer. John was more exotic in nature and bought a russian vodka brand. We don’t know if it was John or Jack, if it was business or pure luck, but someone found a coppermug and blended the two together with a dash of lime all before Trumbo could put two words together and instigate the black list.

Through the use of illustrations we're offering a contemporary take on the RTD category and a committed approach to quality ingredients with a factual and detailed back label. An overall masculine feel is injected in the products, assuring an independent feel and triggering curiosity to try the range. The brown bottle contributes to communicate a crafted product and helps to preserve the natural juices and ingredients.

An overall independent attitude is instilled in the products, triggering curiosity to try the entire range. The brown bottle contributes to communicate craft and helps to preserve the natural juice and ingredients.