Rhythm (liqueur)
Rhythm was a citrus flavoured liqueur infused with caffeine, ginseng, damiana, taurine, Vitamin B6, Vitamin B12, guarana, and electrolytes made by RJS Spirits LLC, an American company based in Louisville, Kentucky.[1]
| Type | Liqueur |
|---|---|
| Manufacturer | RJS Spirits, LLC |
| Country of origin | United States of America |
| Introduced | 2008 |
| Discontinued | 2013 |
| Alcohol by volume | 35.0% |
| Proof (US) | 70 |
| Colour | Red |
| Website | www |
History
The idea for Rhythm was first developed by a local wine maker along with three University of Louisville graduate students in 2004. To create the actual product, the creators worked with drink development company Pro-Liquitech International.[2][3]
As part of bringing the product to market, Rhythm was entered into a number of competitions. The first version of Rhythm business plan won a University of Louisville internal business plan competition, which qualified it to regional, national and eventually the international Moot Corp Global Business Plan Competition where Rhythm finished 11th out of 35 entries.[2]
Distribution and marketing
Until 2013, Rhythm was distributed for sale in the United States, Germany and the United Kingdom. As part of its marketing strategy, Rhythm was featured in a number of music videos by well-known artists, including Lil Jon and DJ Khaled.[4]
In 2009, the U. S. Food and Drug Administration began its investigation into the safety of caffeinated alcoholic beverages, and in late 2010, the first two states, Michigan and Washington, issued a ban on caffeinated alcoholic beverages.[5] Following these announcements, the Alcohol and Tobacco Tax and Trade Bureau revoked its approval of both the label and formulation for Rhythm. RJS Spirits continued operations until 2013.
Awards
- Platinum Award, World Spirits Competition: Liqueurs & Aperitifs category[6]
See also
References
- "Rhythm Citrus Liqueur (750ml)". MHW Portfolio. Mukherjee 10th St Liquor Store, LLC. Retrieved 30 May 2012.
- Boyd, Terry (20 October 2008). "Entrepreneurs hope to find their 'rhythm' with new liqueur". Business First. Retrieved 30 May 2012.
- "Rhythm Launch Party celebrates entrepreneurial success!". Current News. University of Louisville College of Business. 2007. Retrieved 30 May 2012.
- Adkins, Ben (30 August 2010). "Founders of Rhythm liqueur bank on music to catapult brand". Business First. Retrieved 30 May 2012.
- Goodnough, Abby (10 November 2010). "Second State Bans Caffeinated Alcoholic Drinks". New York Times. Retrieved 6 March 2015.
- "World Spirits Competition: 2012" (PDF). World Spirits Competition. 15 December 2011. Retrieved 30 May 2012.