Ocean Spray has doubled down on Australia’s booming morning economy and decline in alcohol consumption to lead the charge for a new ‘6am Happy Hour’.

Defined by sunrise wellness activities and low sugar beverage options, the 5am – 9am time slot has become a key commercial period for brands across the nation. In Sydney alone, similar amounts of money are being spent in the morning, as in the evening, particularly as alcohol consumption continues to decline nationwide, especially among Gen Zs.

Ocean Spray’s “Reclaim Happy Hour” brand activation is designed to drive awareness of Ocean Spray’s Low Sugar fruit-based beverages, which have grown to nearly a quarter of Ocean Spray’s total beverage value sales in Australia.

Expanding on the flagship Cranberry Classic, the Low Sugar range features vibrant blends of cranberries and pineapple, raspberries and blackcurrants, all with under 2g of sugar.

“People know us as the leader in cranberry, so we wanted to showcase our leadership in low sugar, refreshment beverages in flavours beyond cranberry,” said Elissa Booth, Ocean Spray ANZ General Manager.

“There is no direct low sugar ambient juice‑aisle equivalent, and our flavour-blend variants, such as new Cranberry-Raspberry which launched in February 2026, are driving momentum. Equally important to our retail partners, the Ocean Spray Low Sugar range is expected to drive incremental category value, not just trading consumers within the ambient juice drink category.”

Reframing happy hour

Ocean Spray’s out-of-home activation in St. Kilda saw a large-scale, specially created billboard in a high-traffic hot spot which contained surfboards, paddleboards, yoga mats, bikes and fitness gear, along with Ocean Spray Low Sugar drinks.

These were all available for free for early risers to enjoy during their morning routine, with the premise: “This is Your 6am Happy Hour, Help Yourself.”

Ocean Spray says the activation has yielded a range of user-generated content which will feature in future campaigns for the brand.

Ms Booth says reframing ‘Happy Hour’ is a critical part of the brand’s marketing strategy in 2026.

“It leverages the growth in the national health and wellness market and morning economy and drives awareness of the Low Sugar range,” she said.

“Australia’s wellness economy is worth around $190 billion, which is about seven per cent of the nation’s gross domestic product. The morning economy is the fastest-growing part of that market, particularly as people look to shift away from the traditional alcohol-based ‘6pm Happy Hour’ and start their ‘6am Happy Hour’ with a moment of self-care.

“We saw this as a prime market to target – we know Australians want low sugar, hydrating beverages to kickstart their morning, so this audience is a space we will continue to focus on throughout 2026,” she said.