What moved (Jul '25 – Jun '26)
| Metric | Jul 2025 → Jun 2026 | Change |
|---|---|---|
| Awareness | 23% → 34% | +11pp |
| Consideration | 14% → 23% | +9pp |
| Claimed Usage | 9% → 15% | +6pp |
| Preference | 5% → 10% | +5pp |
What's behind the growth
Cutwater had a breakout second half of 2025, with off-premise dollar sales up 78% and volume up 41.5% in the year to December 2025 (NIQ/Shanken's Impact DataBank, via VinePair). The surge coincided with the #CutwaterChallenge, a TikTok trend that gained traction from mid-2025, though commentators note distribution power may have played as big a role as organic virality.
Since then, the brand has continued building a more formal brand presence, becoming the PGA TOUR's Official Canned Cocktail Partner in January 2026. On a brand health metric level, every funnel stage moving together suggests the brand is not only growing reach, but converting consumers through the funnel too.
