What Pals does

Pals is a New Zealand-based ready-to-drink (RTD) canned beverage company founded in 2019 by four friends — Nick Marshall, Mat Croad, Jay Reeve, and Anna Reeve — and headquartered in Auckland. The company produces premium canned cocktails across three spirit categories (vodka, tequila, gin) plus a Zero Alcohol range, formulated with triple distilled spirits, real fruit extracts sourced from named regions (Hawke's Bay, Central Otago, Sicily, Valencia), no artificial colors/sweeteners/preservatives, and positioned as low-sugar (0.9-3g/100ml), low-calorie (31-47 cal/100ml), gluten-free, and vegan-friendly. The product portfolio comprises Margarita variants, Gin Citrus Twist, multiple vodka-soda flavors, and three zero-alcohol SKUs, with patent-pending packaging ('0% Pals Grip') for the non-alcoholic line.

Pals operates as a consumer packaged goods brand targeting social, occasion-driven consumers aged 18+ who want 'better-for-you' RTD options without compromising taste. The business generates revenue through unit-pricing sales across a multi-channel distribution architecture: nationwide Australian retail at Dan Murphy's and BWS, independent liquor stores, selected bars and on-premise venues (including keg format) in New Zealand and Australia, and direct-to-consumer e-commerce via the company's own Shopify storefront (drinkpals.co.nz) and the Vineonline partnership in New Zealand. Geographic reach spans New Zealand, Australia, and Pacific Islands.

The company is privately held, founder-led, and operates with 1-10 employees — no external funding rounds, parent company, or institutional investors are disclosed. Brand and sustainability positioning is a core strategic pillar: Pals holds Certified B Corporation status and Toitū carbonzero certification (with 125% carbon offset), uses FSC Mix certified packaging, won Gold at The Spirits Business Masters 2024 and Top 5 at the World Beverage Awards for its Pineapple & Lime flavor, and operates the 'Unsung Pals' charity sub-brand that awards NZ$25,000 to community contributors. Marketing relies on organic social (Instagram, TikTok), festival sponsorships, branded events, merch-driven user-generated content, and sustainability storytelling.

Name

Pals

Legal name

Pals

Website

https://drinkpals.co.nz

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Pals is a New Zealand-founded (2019) ready-to-drink beverage brand producing premium canned cocktails and zero-alcohol drinks with real fruit extracts, distributed across New Zealand, Australia, and Pacific Islands via major liquor retailers, on-premise venues, and direct-to-consumer e-commerce, targeting social, health-conscious adult consumers.

Ownership category

akta.pro rank

Product category

Ready-to-drink canned cocktails

NAICS

Beverage Manufacturing (3121), Soft Drink Manufacturing (312111)

SIC

Beverages (2080)

akta.pro primary industry

Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer) (AFAFAAAE)

akta.pro secondary industries

Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH), Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic) (CRADAIAH)

Keywords

• Ready-to-drink beverages
• Canned cocktails
• Low-sugar RTD drinks
• Premium spirits beverages
• Non-alcoholic cocktails

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. RTD Beverage Sales: Pals generates revenue through the sale of ready-to-drink (RTD) canned beverages containing premium spirits (triple distilled vodka, tequila) and real fruit extracts. Products are sold across both alcoholic and zero alcohol variants at 5% ABV for alcoholic versions.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Pals manufactures and sells ready-to-drink (RTD) canned cocktails made with premium spirits (triple distilled vodka, tequila, tequila-based triple sec, gin) and real fruit extracts. The portfolio includes a Margarita range (Mango, Classic, Chilli), Vodka-based fruit sodas (Valencia Orange, Pink Lemon, Pineapple & Lime, Pink Guava & Lime, Red Peach & Yuzu, Hawke's Bay Lime, Central Otago Peach & Passionfruit), Gin Citrus Twist, and a Zero Alcohol range. Products are positioned as 'better-for-you' alternatives with low sugar (0.9–3g/100ml), low calories (31–47 per 100ml), and natural flavors, distributed across New Zealand, Australia, and the Pacific Islands.

Product overview

Pals is a New Zealand-based ready-to-drink (RTD) beverage company offering a portfolio of canned cocktails. The product line includes: Margarita range (Mango Margarita, Classic Margarita, Chilli Margarita) made with tequila and triple sec; Gin Citrus Twist made with gin; Vodka-based range (Valencia Orange, Pink Lemon, Pineapple Lime, Pink Guava Lime, Red Peach Yuzu, Hawke's Bay Lime, Central Otago Peach Passionfruit); and a Zero Alcohol range (Red Peach Yuzu, Central Otago Peach Passionfruit, Pineapple Lime). All products feature premium spirits, real fruit extracts, natural flavors, are low sugar, gluten free, and vegan friendly. The company also sells merchandise through occasional giveaways on social media.

Differentiator

Problem solved

Functional benefit

Brands

• Unsung Pals: Charity initiative launched by Pals to reward and celebrate people who make positive differences in their communities. The program awards $25,000 including $20,000 donated to the recipient's community work or charity of choice and $5,000 as a personal reward.

Products and services

• Mango Margarita Tequila-based canned RTD cocktail made with Triple Sec, mango and Mexican lime at 5.8% Alc/Vol, 45 calories per 100ml and 3g sugar per 100ml. Targeted at adult social drinkers seeking a better-for-you premixed margarita.
• Classic Margarita Tequila-based canned RTD cocktail with Triple Sec and Mexican lime, 46 calories per 100ml with natural flavors, for adult social drinkers.
• Chilli Margarita Tequila-based canned RTD cocktail with Triple Sec, lime and habanero chilli, 47 calories per 100ml, marketed as a spicier alternative to the Classic Margarita.
• Gin Citrus Twist Gin-based canned RTD cocktail with tangelo and Sicilian lemon, 44 calories per 100ml, 2.5g sugar per 100ml, gluten free and vegan friendly.
• Vodka, Valencia Orange and Soda Triple distilled vodka-based canned RTD cocktail with Valencia orange and soda, 5% Alc/Vol, 32 calories per 100ml and 1g sugar per 100ml. Currently sold out on the Pals website.
• Vodka, Pink Lemon and Soda Triple distilled vodka-based canned RTD cocktail with pink lemon and soda, 33 calories per 100ml with all natural flavors. Introduced alongside Pineapple & Lime as a new flavor and currently sold out on the Pals website.
• Vodka, Pineapple, Lime and Soda Award-winning triple distilled vodka RTD canned cocktail with pineapple, lime and soda. Won Gold at The Spirits Business Masters 2024 and placed top 5 at the World Beverage Awards. Currently sold out on the Pals website.
• Vodka, Pink Guava, Lime and Soda Triple distilled vodka-based canned RTD cocktail with pink guava, lime and soda, 31 calories per 100ml and 0.9g sugar per 100ml. Currently sold out on the Pals website.
• Vodka, Red Peach, Yuzu and Soda Triple distilled vodka-based canned RTD cocktail with red peach, yuzu and soda. Currently sold out on the Pals website.
• Vodka, Hawke's Bay Lime and Soda Triple distilled vodka-based canned RTD cocktail with Hawke's Bay limes and soda, named for the Hawke's Bay lime-growing region in New Zealand. Currently sold out on the Pals website.
• Vodka, Central Otago Peach, Passionfruit and Soda Triple distilled vodka-based canned RTD cocktail with Central Otago peach, passionfruit and soda, 0.9g sugar per 100ml. Named for the Central Otago fruit-producing region in New Zealand. Currently sold out on the Pals website.
• Zero Alcohol Red Peach, Yuzu and Soda Zero alcohol (<0.07% Alc/Vol) canned RTD beverage with red peach and yuzu, 5 calories per 100ml and 1.1g sugar per 100ml. Targeted at non-drinkers and moderation-seeking adult consumers. Currently sold out on the Pals website.
• Zero Alcohol Central Otago Peach, Passionfruit and Soda Zero alcohol canned RTD beverage with Central Otago peach and passionfruit, 1.1g sugar per 100ml. Targeted at non-drinkers and moderation-seeking adult consumers. Currently sold out on the Pals website.
• Zero Alcohol Pineapple, Lime and Soda Zero alcohol canned RTD beverage with pineapple, lime and soda, complementing the award-winning alcoholic Vodka, Pineapple, Lime & Soda variant. Targeted at non-drinkers and moderation-seeking adult consumers. Currently sold out on the Pals website.

Quantifiable outcome

• 31-47 calories per 100ml across the range
• +5 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and major.

• Go Well ConsultingcoreStrategic or Co-development PartnerIndependent sustainability experts who helped develop Pals' two-year sustainability plan focused on Planet, Pals, and Community pillars. Go Well's ambition is to drive sustainability in businesses using circular economy principles.
• Toitū EnvirocarecoreOthersPals works with Toitū Envirocare to measure their company's carbon footprint with the ambition to become carbon zero certified. Pals has achieved Toitū carbonzero certification, offsetting their footprint by 125%.
• BWSmajorChannel Partner/ Reseller/ DistributorMajor Australian liquor retailer chain. Pals products are available in all BWS stores Australia wide through this distribution partnership.
• Dan Murphy'smajorChannel Partner/ Reseller/ DistributorMajor Australian liquor retailer. Pals products are available in all Dan Murphy's stores throughout Australia.
• VineonlinecoreChannel Partner/ Reseller/ DistributorNew Zealand online retailer partner that delivers Pals products to consumer doors throughout New Zealand.
• B Lab (B Corporation)coreOthersB Lab is the non-profit network transforming the global economy to benefit all people, communities, and the planet. Pals is a Certified B Corporation meeting high standards of social and environmental performance, accountability, and transparency.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Better Beer: Australian low-carb, clean-label RTD beer brand targeting a similar younger, health-conscious occasion-driven consumer as Pals; competing for festival, on-premise and liquor retail shelf space in Australia.

Regional players

• Nipy (NZ Cider/RTD): New Zealand craft cider and RTD brand with similar premium, natural-ingredient positioning to Pals, competing for the same NZ consumer and independent liquor store channel.
• Willie Smith's Cider: Australian craft cider producer with on-premise and off-premise presence; competes with Pals in the premium natural beverage occasion, particularly in bars, festivals, and specialty retail.

Direct peers

• Bonjour: New Zealand-based premium RTD canned cocktail brand, directly competing with Pals in NZ and Australian on-premise and off-premise channels with a similar 'better-for-you' positioning and overlapping vodka/tequila SKU architecture.
• Lyre's Spirit Co. Premium non-alcoholic 'spirit' brand that competes most directly with Pals' zero-alcohol RTD range; targets the same better-for-you, occasion-driven consumer with similar premium branding and bar/retail distribution.
• Hard Rated: Australian RTD brand competing head-to-head with Pals in the same price and occasion-based segment, distributed through similar liquor retail channels in Australia and NZ.

Broad incumbents

• Truly Hard Seltzer: Major US-originated hard seltzer brand expanding globally; competes with Pals in the low-calorie, low-sugar RTD occasion, with comparable product architecture (sparkling base, fruit flavors).
• Asahi Beverages (incl. Vodka Cruiser, Somersby RTD): Major ANZ incumbent owning leading RTD brands (e.g., Vodka Cruiser, Somersby) that compete directly with Pals for shelf space at Dan Murphy's, BWS, and on-premise venues, with substantially greater trade leverage.
• White Claw Hard Seltzer: Global RTD/hard seltzer category leader that competes with Pals for the same social-occasion consumer in Australia and NZ, with vastly larger marketing budgets and distribution scale.
• Lion (Beer, Spirits & RTD): Large ANZ beverage group (owned by Kirin) with a broad RTD and spirits portfolio; competes with Pals across the same Australian and NZ retail and on-premise channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/drink_pals
• TikToktiktok.com/@drink_pals
• Facebookfacebook.com/pals.rtd
• LinkedInlinkedin.com/company/drinkpals

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pals