Kiwis can be fiercely loyal to their drink of choice, quick to identify as a Heineken or Corona drinker since the day they were legally allowed in their local Liquorland. That was until Pals crashed the party in late 2019. Eyes wandered to the ready-to-drink bombshell. We’ve been reaching for our chilly bins with a newfound enthusiasm ever since. 

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Quality without the drama

Pals carved out its spot as a premium, no-nonsense RTD brand for people who want decent ingredients without all the marketing fluff. Their "Friends Drink Pals" tagline hits the nail on the head - approachable, inclusive, and straight-up friendly.

While Lion and Heineken bang on about heritage and bloke culture, and Monteith's goes for that rugged craft beer vibe, Pals keeps it light, modern, gender-neutral and aspirational. They've tapped into that sweet spot for health-conscious millennials and Gen Zers who want transparency in their tipple - no artificial nasties, just clean, natural ingredients that won't leave you feeling (too) rough the next day.

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Branding that pops

Let's be honest - Pals' branding is bloody brilliant. Those bold pastel colours and clean typography make it jump off the shelf, perfectly tuned to an Instagram-obsessed audience, where looking good is half the battle. The name "Pals" is genius in its simplicity. It's not trying too hard - it's just what you share with mates. Just good times with good people. Beyond that, even the cans feel a cut above - sleek and modern among the visual clutter of traditional booze aisles. You know a Pal when you see one.

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Social media savvy with grassroots charm

Pals has nailed social media marketing without being try-hard about it. Their Instagram and Facebook are buzzing with user content, lifestyle shots, and cheeky captions that celebrate mateship. Unlike the big players splashing cash on TV spots, Pals keeps it real with influencer collabs, word-of-mouth, and organic social engagement. During lockdowns, they pivoted smartly to promote at-home celebrations, proving they could read the room when it mattered.

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Smart distribution play

Pals didn't rush into every booze shop and supermarket from day one. They built desire by starting with boutique liquor stores and premium outlets, creating that "where did you get that?" factor. Once they had us hooked, they expanded to mainstream shops without losing their cool. They've also jumped on the online delivery bandwagon and aligned with events that match their vibe - festivals, social gatherings, and lifestyle events that cement Pals as the drink for good times.

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Standing out among giants

Against local legends like Lion and Monteith's, Pals sidesteps direct competition by focusing on RTDs rather than beers. They're not trying to out-beer the beer brands - they're offering something different altogether. When it comes to global heavyweights like Heineken and Corona with their massive marketing machines, Pals counters with hyper-local focus and relatable Kiwi branding. They don't need to pretend to be international - being proud of their locality is their superpower.

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Growth that’ll make your eyes water

Since launching in 2019, Pals has gone gangbusters, quickly becoming one of NZ's favourite RTD brands. Their flavours are 10/10, and keep fans coming back to see what's next. They're even starting to test international waters, showing they've got ambitions beyond our shores.

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Challenges and opportunities ahead

Pals is still the underdog compared to industry titans with enormous marketing budgets. Keeping their premium feel and authenticity while scaling up will be a balancing act. But with drinking habits shifting toward healthier options and RTDs on the rise globally, Pals is surfing the right wave. By sticking to their guns on quality and continuing to innovate, they're well-positioned to keep growing.

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The last word

Pals' rise in our local booze scene shows that you don't need decades of history or deep corporate pockets to make a splash - just sharp branding, consumer insight, and a product that delivers on its promises. In a market where the big boys typically call the shots, Pals proves that a small brand with personality and smarts can not only survive but thrive.

Ka pai!