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Fortune

Chloe Berger

Welch’s wants to grow up with ’90s kids by turning juice into vodka

Welch Fortune Alcohol

(Credit: Marcia Fernandes / 500px—Getty Images)

The phrase "Not now, Mama is drinking her special juice" just got a new meaning thanks to fruit cocktail empire Welch’s.

This past spring, the brand known for its grape juice announced that it was ready to get tipsy. Partnering with Coop Beverage Works, the company unveiled a canned alcoholic line with a ABV of 5.9% in four different flavors.

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