As consumer demand shifted toward hard seltzers, Montauk expanded beyond beer to enter a new and highly competitive category. The initiative required building a compliant, scalable product system from the ground up — on an accelerated timeline to meet peak summer demand.

From early concept development through production execution, I contributed to shaping the visual identity and packaging system across four original SKUs, later expanding into four lemonade extensions. The goal was to create a distinct yet connected brand expression — modern and differentiated, while still rooted in Montauk’s established equity.

In parallel with creative development, I led critical operational components of the launch. Entering a new beverage category required navigating federal labeling regulations distinct from beer compliance standards.

My role included:

• Contributing to packaging concept development and scalable system architecture

• Proofreading and finalizing all on-can and carton copy

• Researching and applying federal labeling regulations for a new beverage category

• Creating and managing SKUs and UPC codes

• Sourcing 16oz cans, trays, and outer cartons (all different from 12oz cans used for beer)

• Coordinating vendors to align production timelines with summer distribution targets

The full launch — from concept to shelf — was executed in seven months, enabling Montauk to enter the category with speed, clarity, and brand cohesion.