Following its recent launch in Florida, LIQS, a newly minted liquor brand, is moving its focus and a sizable portion of its operations to Texas, just in time for festival season!
LIQS, which was founded in late 2013 by New York-based entrepreneurs, Harley Bauer and Michael Glickman, is utilizing the state as a primary base for the national rollout of a first of its kind, portable craft cocktail shot that is produced entirely in the United States. In development for nearly a year before being test marketed in Miami, the LIQS “Cocktail Shot” line currently consists of four, premium and ready to serve shots – Tequila Cinnamon & Orange, Vodka Cucumber & Lime, Vodka Kamikaze and Vodka Lychee & Grapefruit – packaged in eye-catching, pocket-sized containers made of reusable and recyclable plastic shot glasses.
Low in calories and sugar and made with all-natural flavors, each single serving cup weighs in at just under 2.1 ounces and offers innovative combinations of mixology-inspired flavors and premium spirits, ranging from 45 to 55 proof. Distributed in Texas by Glazer’s, LIQS is in the process of finalizing initial retail and hospitality partnerships that will include lounges, entertainment venues, hotels and liquor stores, where single flavor three packs totaling 150 ml will be sold for $7.99.
According to Bauer, who just relocated to Houston to oversee the market expansion and until 2012 served as the West Coast partner and Chief Development Officer for Crumbs Bake Shop, “Our goal with this line is to remix the shot experience with small, craft-style cocktails that are ready to enjoy responsibly anywhere and anytime. We are excited to introduce a product aimed at sophisticated consumers who aren’t willing to forgo quality for convenience.”
Bauer and Glickman, whose background includes project management at Louis Vuitton Moët Hennessy for brands like Belvedere and Hennessy, and more recently, as a partner in a mobile application company representing Porsche and Gilt City, have long had Texas playing a key role in LIQS’ growth plan given its size, demographics, location and geography.
“Texans know how to enjoy themselves, and the state provides endless opportunities for recreational pursuits, which are a perfect pairing for LIQS shots, whether that be a day at the lake or an afternoon at a football game, a night on the town or a weekend in the Hill Country,” said Glickman.
The duo was also drawn to the state by the same economic boom that is attracting one of its key markets – Millennials – in droves and also driving increased discretionary spending for variety of age groups at bars and restaurants, entertaining at home and for special events.
After a few weeks on the ground in Texas, Bauer is excited about the reception to the brand and the line. “This is a savvy market that seeks out superior products. Venues and end consumers have not only been engaged by the taste and packaging, but also the versatility that takes it from its cup in blue jeans to a ball gown when served over ice with a splash of soda.”