Sometimes, you want to connect with your friends and family and have beverages on hand that allow you seamlessly enjoy yourself without having to create a cocktail. Cutwater allows you to have a variety of quality drinks that you can enjoy out of the can and should you use choose to play bartender, they become great bases that can be added upon! We have enjoyed drinking these canned cocktails as well as attending a recent dinner where we got to explore the flavors as well as how they pair well with other dishes. We took some time to sit down with
Gwen Conley, Cutwater's Head of Innovation and Global Expansion to see more abu tthe brand, what her role is, how they decide the beverages that we enjoy from season to season and more!
ATHLEISURE MAG: Can you tell me about your background and how you came to Cutwater?
GWEN CONLEY: You could say my career’s been a bit of a wild ride—in the best way. I started out with a biology degree, a chemistry minor, and some master’s work in botany, thinking I’d end up in a lab or a classroom. And I did—for a while. I’ve been a biology teacher, an environmental chemist, a microbiologist, and even led a flavor panel at Ball Corporation. Eventually, all roads led to Cutwater, where I first came on board as Director of Quality and Innovation. Now, I’m Head of Innovation and Global Expansion, which basically means I get to dream up new spirits and canned cocktails, explore global markets, and make sure everything we put out reflects the best of what we can do. Along the way, I’ve judged at the World Beer Cup and GABF, and I teach sensory, microbiology, and beer & food pairing courses at UCSD and the American Brewer’s Guild. I even co-authored Beer Pairing: The Essential Guide from the Pairing Pros. At the end of the day, I just really love what I do—and I’m always chasing the next flavor, the next idea, the next adventure.
AM: What is the Head of Innovation and what does this role entail?
GC: As Head of Innovation & Global Expansion at Cutwater, I wear a few different hats—all focused on driving growth and pushing creative boundaries. On the innovation side, I lead the process of bringing new products to life, from concept to shelf. That includes creating unique canned cocktail formulations, managing sensory programs like food pairings and tastings, and overseeing flavor education initiatives. So far, I’ve helped bring more than 25 canned cocktails to life, alongside over 20 core spirits developed by Yuseff, me, and the team—with quality and creativity always front and center.
I work with our distributors and retail partners to help bring Cutwater to new markets, and I collaborate closely with marketing to make sure the story we tell emulates the product inside the
can. I also helped build our quality lab from the ground up and lead a team focused on constant improvement. At the heart of it all is a love for great flavor, thoughtful innovation, and making products we’re proud to stand behind.
AM: Tell me about the Tasting Room & Kitchen.
GC: Cutwater’s Tasting Room & Kitchen is home to our distillery and award-winning spirits portfolio, which includes whiskey, vodka, gin, rum, tequila, and liqueurs—some of which are featured in our canned cocktails. Since opening in 2017, we’ve become one of San Diego’s top distilleries and a go-to destination for both locals and visitors.
It’s not just a place to sample our lineup—it’s also a hub for innovation. We often test new product ideas here before launching them on a national scale. Throughout the year, we host seasonal events with curated food and drink menus to help guests celebrate in true Cutwater style.
AM: From start to finish, what is involved and what is the timeline regarding bringing a new flavor like Spicy Mango Margarita?
GC: Every new Cutwater cocktail starts with a spark of curiosity—what’s trending in the beverage world? What are our fans craving? Where’s the white space for something that hasn’t been canned before? From there, we get to work, experimenting with ingredients and dialing in the flavor until we’ve got something we’re excited about.
Next, we take it to the real test: our Tasting Room & Kitchen. It’s where we serve up these early concepts and listen closely to guest feedback. That input helps us refine the recipe and decide whether it’s ready for a bigger stage. If it makes the cut, the cocktail moves into final production and gets packaged for distribution—sometimes starting local, other times rolling out nationwide.
AM: We enjoy your Ranch Water Lime, Strawberry White Russian, and Whiskey Sour. What are your 3 go-to cocktails that you like from this line that we should have in mind?
GC: That would be like choosing a favorite family member! Right now, I will say that I am really loving our new Spring & Summer launches– Spicy Mango Margarita, Lemon Drop Martini, and Gin Collins – they are perfect for summer sipping and make hosting your friends and family a breeze.
Now, I can get creative with how to personalize the cocktails at home with fun garnishes like an umbrella!
AM: Why do you think that the canned cocktail market is so hot?
GC: People’s lives are full—and when it’s time to unwind or get together with friends, most 21+ drinkers don’t want to play bartender or buy a bunch of ingredients they’ll use once. Canned cocktails offer an easy, consistent option that still feels like a treat. When they’re made right—with real spirits, real ingredients, and real attention to flavor—they’re more than just convenient. That’s what we focus on at Cutwater: making sure what’s in the can actually delivers, every time.
AM: We have yet to try your Spicy Bloody Mary and you guys are always introducing new flavors - how do you decide what stays in the ongoing line versus those that are brought in and out?
GC: It’s a mix between art and science. We look at what is performing well now, but also forecast what we think will be popular in future to try and strike the right balance.
AM: Are there any new launches that you can share with us?
GC: We’re always exploring new ideas and listening to feedback from our fans. Innovation is in our DNA, and we love surprising people with fresh takes on classic cocktails. Be sure to follow us on social (@cutwaterspirits) for the latest updates—you never know when your new favorite might launch next!
PHOTOGRAPHY CREDITS | Cutwater
Read the MAY ISSUE #113 of Athleisure Mag and see IN THE SIP in mag.
