The 52 oz Bubba KEG

Bottoms Up
In-Zone Drinking In Retail Success with Bubba KEG
September 4, 2007

There’s a little bit of Bubba in everyone. At least that’s what Gunnar Olson has found. The President of In-Zone, Olson has overseen the growth of Bubba KEG into one of retail’s most popular drinking mugs. He’s not surprised by the brand’s popularity.

“We originally launched the Bubba KEG as an effort to get into the convenience market,” says Olson. “But we realized a much greater appeal for the product. The Bubba KEG captures the irreverence and individual spirit of the tailgater.”

The 128 oz Bubba Sport cooler

Indeed, In-Zone has discovered a lucrative sales outlet in the tailgating marketplace. The company, in fact, created the Bubba Sport line to fully capitalize on the industry. These models replace the steel center strand on the mug with a football design. The Bubba Sport series runs in three sizes: 52 oz, 128 oz and Coozie. Regular Bubba KEGs include two 20oz versions, two travel models and an assortment of coolers. In-Zone has also created a line of grills to complement the Bubba brand.

“With the Bubba KEG, we’ve tried hard to capture the essence of the tailgater,” says Olson. “The brand has developed around this concept.”

Retailers have certainly caught on. Bubba KEG has proven a hit in sporting goods store and with mass grocery. According to Olson, In-Zone has looked into a variety of licensing opportunities, but for the time being the company is more focused on its performance at the retail level.

The Bubba KEG in action

“Sports licensing is a potential, but it has to be the right fit,” he says. “We’re looking to expand our reach within our retail channels—potentially in distribution networks, too.”

“Bubba KEG is for anyone who likes to have fun—at the beach, on the back patio or in the parking lot for tailgating,” Olson adds. “Our company was built on the core principles of fun, value and innovation.”