After years of working in the music festival industry, Neal Cohen and his childhood friend Yoni Reisman realized that concert-goers couldn’t be served or even find quality cocktails in that space.
The pair love cocktails and noticed the taste for great cocktails growing, so they co-founded Tip Top Proper Cocktails in 2019. Cohen serves as chief brand officer, while Reisman is CEO of the Atlanta-based company. Cohen says that single-serve cocktails in a convenient package seemed to make sense.
Because the pair knew more about concerts than cocktails, they connected with Miles Macquarrie, beverage expert and beverage program director. Macquarrie helped craft canned cocktails in a way that Cohen says were so good, they were the closest thing to sitting at his bar and having him make one fresh for you.
Cohen says they wanted the brand to speak to a customer that loves cocktail culture and spends time in some of the greatest bars around, but they saw no other brands that did so effectively.
When Tip Top first launched, its portfolio consisted of three cocktails: an Old Fashioned, Manhattan and Negroni. The cocktails are the trifecta of bitter, stirred classic cocktails. Now, after five years on the market, Tip Top’s portfolio has grown, now with 16 offerings. Its most recent offering is the Whiskey Sour, which launched earlier this month.
“We’ve crafted nearly every classic cocktail on the Top 25 lists out there, but the Whiskey Sour remained a key omission,” Cohen explains. “Knowing whiskey’s popularity and the success of our Old Fashioned — one of our best-sellers — we saw an opportunity to introduce another whiskey-based cocktail and further our mission of providing authentic cocktail experiences to more people.”
The Whiskey Sour is iconic, Cohen says, with its refreshing balance and being a lighter, more approachable counterpart to the spirit-forward Old Fashioned. The brand’s sixth cocktail to launch in 2024, Cohen notes that it was a natural addition for the brand’s whiskey-loving consumers and those craving something more refreshing.
Standing out in an evolving market
With all the other ready-to-drink (RTD) cocktail options currently on the market, Tip Top stands out with its premium, high-proof, non-carbonated cocktails.
Cohen says Tip Top’s cocktails stay true to the classic and modern recipes.
“Unlike many competitors, Tip Top delivers authentic cocktails with correct proportions, celebrating over 200 years of American cocktail history,” he notes. “While other brands may require consumers to stretch their imagination to connect with classic flavors, Tip Top provides the real experience — exactly as the cocktail was meant to be enjoyed when first crafted at a bar. Our customers seek high-quality, properly crafted drinks, and Tip Top delivers that with every sip.”
Consumer trends are contributing to the overall RTD cocktail market.
“Tip Top fits perfectly into the growth of both alcohol and RTD trend, offering premium, spirit-based cocktails with exact recipes,” Cohen shares. “Following the seltzer disruption of the last five to six years, consumers have shifted from malt-based drinks to spirit-based options, recognizing them as more premium, better tasting and higher quality.”
As consumers continue to explore the spirit-based RTD space, Cohen notes that Tip Top acts as a “welcome mat” to experiencing authentic, classic and modern classic cocktails that are crafted to be enjoyed as they were originally intended.
“Though the broader market has seen slower growth in spirits and RTDs recently, Tip Top is bucking that trend, experiencing exponential growth in distribution and velocity, standing out in an evolving market landscape,” Cohen says.
He shares that Tip Top delivers strong dollars per store, while also aligning with the growing trend of mindful drinking.
“Consumers are drinking less, but opting for premium, high-quality options,” Cohen explains. “Tip Top fits perfectly into this trend, offering smaller, full-strength servings that meet demand while still driving revenue for retailers.”
The co-founder feels that the brand’s portfolio stands out in the RTD market also due to its non-carbonated, high proof cocktails that adhere to traditional, proportional recipes.
“We strike a balance between mainstream favorites like the Old Fashioned, Margarita and Espresso Martini, and cocktails that cater to enthusiasts, such as the Naked & Famous, Paper Plane and Penicillin — cocktails that represent the deeper cocktail culture,” Cohen shares. “What sets us apart is our collaboration with the original creators of these modern classics: Sam Ross (Paper Plane, Penicillin) and Joaquín Simó (Naked & Famous).”
Cohen says this year has been especially innovative for Tip Top, especially with the launch of six new cocktails.
“No other RTD brand combines this level of authenticity, category leadership and product expansion like Tip Top,” he adds.
Tip Top’s top SKUs are the Espresso Martini, Margarita and Old Fashioned. Cohen says they are all tied for success, mirroring the popularity as some of the most-ordered cocktails in bars across the country.
“These classics resonate because they match what consumers already know and love,” he states. “Seasonal trends also play a role. For example, the Margarita sees a boost in summer. The Bee’s Knees rounds out our top performers, particularly with grocery retailers. Ultimately, Tip Top’s success lies in offering well-known, premium cocktails that align with what consumes would order at a bar.”
A future forecast
As of now, Tip Top can be found in 25 states, plus Washington, DC..
The company has plans to expand and grow the number of retailers in those states before expanding into more states, Cohen explains. Additionally, it is focused on strategic growth in control states for the coming year.
“For Tip Top, the future is all about expanding availability and ensuring our top-performing cocktails continue to shine,” Cohen shares. “We’ll focus on the cocktails that resonate most with consumers, prioritizing our best sellers in retail and increasing our presence through smart merchandising.”
As for the broader RTD cocktail market, Cohen expects both growth and consolidation.
“With so many new entrants over the past five years, only the strongest brands will endure,” he says. “The market is competitive, and while the category will grow, many brands will likely fade as the top players solidify their positions.”
