For Tracy Reinhardt, it was her personal escape -- a little homemade cocktail at the end of a long day of being a mom. But when her friend Nikki Halbur came to visit in 2009 and tasted one, she convinced Reinhardt that it was too good not to share with the world.
And soon, with the moms working together, Adult Chocolate Milk was born.
"History proves that in a good economy or bad economy, people drink," said Reinhardt, who worked in commercial real estate before deciding to stay home with her two kids. "And, in a bad economy, people like dessert."
"This really resonates with our generation particularly," said Halbur, who worked with tech companies like Gateway and Compaq before she decided to become a stay-at-home mom. "We're in our thirties and people our age get nostalgic for a simpler time," she said. "We're reaching a crowd that really is under stress."
Adult Chocolate Milk, a mixture of premium vodka and cream that retails for less than $20, really has struck a chord. After launching in October, 2010, it is now the third-fastest growing spirits brand in the country, with sales doubling each quarter, said Halbur, who added that the brand will also continue to have a big celebrity presence. It appeared at the American Music Awards and will show up at The Golden Globes next year.
The product is available in 40 states and Reinhardt said they plan to be in all 50 states by the end of the year. Next year, they plan to roll out an Adult Limeade, made with agave tequila.
"Who doesn't need an adult escape?" Reinhardt said. "When you drink this, it's a milk-and-cookie kind of feeling, and you just get this relaxed smile."
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