Red Boot Beverage

As we approach the unofficial start of summer, the warehouse is showing the season. Instead of betting on a single new SKU, brands are leaning into curated packs — especially for summer — to introduce limited-time flavors, test new profiles, and create a sense of discovery on shelf. It’s a smart way to meet consumers where they are: looking for something new, but not wanting to commit to just one option.

There’s also a practical side to it. Variety packs allow brands to move faster — rotating flavors, reacting to trends, and keeping shelves fresh without overextending on individual SKUs.

At Red Boot, we’re seeing this firsthand. More brands are building seasonal and mixed packs into their core strategy, which makes flexibility in production and packaging more important than ever — from running multiple flavors efficiently to assembling packs that are retail-ready at scale.

Seasonal packs may look like a marketing move, but behind the scenes, they’re a signal of where the industry is headed — faster cycles, more experimentation, and the need for partners who can keep up.

Red Boot Beverage is pleased to welcome Aaron Shell as Chief Operating Officer. Aaron brings extensive expertise in manufacturing, supply chain, and operational leadership, with a proven ability to build systems that support safe, high-quality, and scalable growth. His strategic approach to problem-solving, commitment to organizational alignment, and focus on cultivating a strong, performance-driven culture are already driving meaningful impact.