New Flavor Expands RTD Portfolio Lake Hour, the spirits-based RTD brand co-founded by actor Wyatt Russell and film producer Rich Peete, is expanding its tequila lineup with Passionfruit Tangerine Tequila Seltzer, its first new tequila flavor since 2023. The product pairs tropical passionfruit with bright tangerine and is made with 100% blanco tequila and real fruit juice. Each can contains 110 calories, is gluten-free, and has no artificial sweeteners or sugar substitutes. The new flavor is available online nationwide in a 4-pack. Passionfruit Tangerine also joins Watermelon Cucumber in Lake Hour's first Tequila Seltzer Variety Pack, featuring six cans of each flavor. "We make one of the best tequila seltzers out there, so we wanted to keep building on that. Watermelon Cucumber has been such a hit, and we wanted to add another flavor that felt just as refreshing but brought something different to the lineup. Passionfruit Tangerine really hit that balance for us," said Rich Peete.
Subscription Service Launches Lake Hour is simultaneously rolling out The Dock Club, a direct-to-consumer subscription program allowing customers to receive 15% off biweekly deliveries and 10% off monthly shipments. Members gain early access to new flavors, limited-run collaborations, and seasonal merchandise. "The Dock Club really came from seeing how many people were reordering Lake Hour," said Wyatt Russell. "We thought, why not make it easier for people who already love the drinks to get them, and give them a few things they can't get anywhere else? The merch, limited releases and collaborations are all part of making it feel like you're getting a little more of the Lake Hour world." The subscription program covers Lake Hour's full portfolio, which includes Vodka Seltzers (Yuzu Citrus, Honeysuckle Ginger, Peach Jasmine); Tequila Seltzers (Watermelon Cucumber and Passionfruit Tangerine); and an uncarbonated Vodka Iced Tea collection (Earl Grey, Green Tea, Raspberry, Blackberry).
Why It Matters
The tequila seltzer category remains competitive, with major spirits producers and established RTD brands jockeying for shelf space. By introducing a subscription model, Lake Hour is taking a DTC-first approach to build customer loyalty and predictable revenue while maintaining direct contact with consumers. For multi-brand operators evaluating RTD distribution, subscription-based fulfillment represents a growing channel as consumers increasingly favor convenience and exclusive access.
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Written by FBM Publications Editors
