Giddy Up: New Punch by Blake’s Beverage Company Launches Before Spring Break

Blake’s Beverage Company has announced the nationwide launch of Giddy Up, a new line under its Austin Eastciders brand, according to a recent press release. At 11% ABV, Giddy Up is a wine-based punch sold in 19.2-ounce single-serve cans designed for people ready to pivot into their night, fast. Gluten-free, lightly carbonated, and available at convenience stores, launching in two flavors: Blue Raspberry and Tropical Blast, Giddy Up has a target retail price of $3.49.

Blake’s Beverage Company has built its reputation on producing 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 just another cider; it’s designed to be the ultimate “all-in-one” social refreshment, positioned as the official drink of the Spring Break pregame for those ready to kick off their nights, fast.

“We kept hearing the same thing from consumers and retailers: people want something with real flavor that they can just grab and go,” said  Blake’s Beverage Company Founder and CEO Andrew Blake. “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.”

Giddy Up is also tapping into the ‘Zebra Striping’ movement, a growing trend where consumers alternate between alcoholic and non-alcoholic versions of their favorite beverages, by encouraging drinkers to pair Giddy Up’s 11% ABV punches with Blake’s Zero Proof lineup. Giddy Up is positioned squarely for Spring Break moments, from poolside hangs and backyard gatherings to beach-bound road trips where a 19.2 ounce can is the right call.

The branding leans into that energy. Each flavor features its own illustrated character – cowboy hats, oversized sunglasses, and lots of color – and is playful, loud, and eye-catching.

Giddy Up will make its Austin debut at SXSW and the legendary Luck Ranch, Willie Nelson’s famed property, at the Todd Snider Rules! tribute on March 20, and be offered to the 3,000 daily attendees at Luck’s exclusive outlaw artist retreat.

For Blake’s Beverage Company, Giddy Up signals where the Austin Eastciders brand is headed, further into the fourth-category space, following the culturally inspired approach that drove the Spiked Agua Fresca rollout and continuing to push beyond the boundaries of traditional cider.

“Austin Eastciders has always been about more than one drink,” Blake added. “It’s about a point of view. Giddy Up just turns the volume up.”

For more information on Giddy Up and to find a retailer near you, visit https://austineastciders.com/.