Texas Expansion Signals RTD Market Consolidation Lake Hour, a premium spirits-based ready-to-drink brand co-founded by actor Wyatt Russell and film producer Rich Peete, has entered Texas through a distribution agreement with Capital Reyes Distributing, part of Reyes Beverage Group. The partnership brings Lake Hour to select Austin-area retail and on-premise accounts, marking the brand's first Texas market since its 2023 launch. Reyes Beverage Group, one of the largest beverage distributors in the United States, has expanded aggressively in the spirits and ready-to-drink category in recent years. Under the agreement, Capital Reyes will carry Lake Hour's full lineup throughout its Texas territory, adding a premium, real-spirits option to the distributor's growing RTD portfolio.

Product and Portfolio Lake Hour occupies a space between mass-market, malt-based RTDs and premium-priced craft cocktails.

The gluten-free lineup includes Vodka Seltzers, Tequila Seltzers, and Vodka Iced Teas made with real vodka or authentic blanco tequila and real juice. Flavors span Peach Jasmine, Rosemary Yuzu, Watermelon Cucumber, Earl Grey Tea, Green Tea, Raspberry Tea, and Blackberry Tea.

Measured Growth Strategy Since launching in 2023, Lake Hour has expanded to nine states and brought on beverage industry veteran Michelle Ivey as Chief Executive Officer in December 2025. The brand has earned recognition including Barleycorn's Best Ready-to-Drink Seltzer and three gold medals from RTD Magazine. "We're growing Lake Hour deliberately, market by market, and Texas is a natural next step," said Michelle Ivey, CEO of Lake Hour. "Capital Reyes has the reach to give the brand real momentum, and they understand where spirits-based RTDs are heading." Co-founder Rich Peete noted the personal connection to Austin: "Wyatt and I have spent a lot of time in Austin over the years, and it's become a place we both consider a second home. The people, the food, the music, the outdoors—it has the same laid-back spirit that inspired us to start Lake Hour. We're excited to be partnering with Capital Reyes because we know they have the team to build the brand the right way, and we can't wait to introduce Austin to a different kind of RTD." Lake Hour is available at select Austin-area retailers and online nationwide at lakehour.com.

Why It Matters

The Reyes partnership underscores consolidation in the premium RTD segment, where real-spirits brands compete for shelf space and distributor muscle against mass-market malt-based alternatives. For operators and retailers, Lake Hour's Texas entry signals sustained category growth and the rising importance of distribution partnerships in a crowded beverage landscape.

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Written by FBM Publications Editors