Jetway is the Sophisticated Wine Seltzer With a Rock and Roll Soul
The cocktails/RTD market is booming and was the fastest growing spirits category in 2021 according to DISCUS Market Segmentation Database, IWSR, and various industry publications. Most of the cocktail/RTD market has been composed of malt and spirit-based drinks, but that could be changing as wine brands are getting into the act. Major players include Decoy, Barefoot Wine, and Ste. Chapelle. Making wine coolers cool again is Jetway, a 5% abv wine seltzer.
Setting Jetway apart
There are two things that set Jetway apart from others in the wine cooler, spritzer, seltzer market. The first is that it's made with a combination of both wine and a variety of natural and flavorful ingredients including yerba mate, Fiijan ginger, and yuzu. The wine is sourced from McNary Vineyard, overlooking the Columbia River in Washington State. McNary provides Sauvignon Blanc for the white wine seltzer and the Syrah and Cabernet for the rosé The resulting beverage is a refreshing drink that's interesting on the palate with bubbles to tickle your tongue. Unlike most of it competitors, it contains no added sugars or artificial flavors.
The second is that Jetway has rock and roll roots. The beverage is owned by Albert Hammond, Jr., guitarist for the Strokes. Hammond explained that his idea for Jetway came from his search for a refreshing beverage that could be enjoyed outdoors and that was drinkable. "I never tried to make a seltzer, but I was at Formula One. It was hot and everything was too hard or too sweet. People were passing out. I wanted to create something that you can enjoy."
Development of a New Drink
In addition to being a rock and roll star, he’s also a foodie who enjoys experimenting in the kitchen. Hammond knew he wanted a sparkling beverage that was elegant. "I like that fizz on the throat, but it has to be sophisticated enough to pour in a glass,” he says. Hammond partnered with winemaker Ben Parsons, who serves as Jetway's chief operating officer, to bring this wine-based seltzer to life. "Ben Parsons was the first person to can wine. Canning wine is a difficult thing to do. When we met and I shared my idea, he was on board," says Hammond.
Though the flavor harkens back to the classic wine spritzer, Hammond thinks Jetway is an evolution of that drink. "Spritz works in Europe, but it wasn't presented right. Everyone was calling it a seltzer, anyway, not that there's anything wrong with that, but to use real ingredients and real wine is pretty unique. I feel like it would make a difference and have its own category," he says.
Hammond sees a large market for Jetway of people who want a sparkling beverage that's easy to drink yet is different than fruit-flavored hard seltzers. "I see it on the golf course. I see families going to the beach with it." The rocker tested his own theory when he took some Jetway to Costa Rica. "I drank a four-pack -- well, I might have had more than a four-pack. I forgot how light it was," he added. The name Jetway evokes flight, and Hammonds uses ingredients inspired by his travels and each one has a story behind it. For example, his mother is from Argentina, hence the yerba mate.
The Future for Jetway
Right now, Jetway is available in four packs of 8.4 oz. cans throughout Southern California, with the seltzer coming soon to Northern California. In addition, it's available online for $20 for a four-pack of either the red or white. Hammond plans distribution in other states, including Florida, in the near future. National distribution may take longer, says Hammond. "To do national you would have to raise a bunch of money." So far Joaquin Phoenix, Rooney Mara, Nick Hoult, Coran Capshaw, Robert Schwartzman and Zoey Grossman have invested in the beverage, so you might be seeing Jetway at your local store sooner than you think. Or at a concert. Jetway just launched the product in keg format at Coachella and will be soon launching at Disney California Adventure Park. The cans are also available at the San Diego Zoo.
The musician compared the making of Jetway with music, in that in making both, there's a balance between giving people what they like and being unique. "You want to be on the radio, but you're not going to play what everyone plays. It's an uphill battle, but if you create something great, that's amazing."
Hammond says that he's created something that he's proud of. "My friends say that I've actually made a good drink."