In The Raw® Brand Continues Their Brand Collaborations Across Key Markets New York, Miami, Austin, and Los Angeles

March 12, 2024

BROOKLYN, N.Y. – Cumberland Packing Corp. a leader in the consumer goods and sweetener industry, best known for their iconic brand In The Raw®, celebrates a month of great success, marked by impactful activations during South Beach Wine & Food Festival (SOBEWFF), a collaboration with new South Beach restaurant, Bey Bey, and a spirits-focused partnership at W South Beach hotel.

In honor of National Margarita Day on Thursday, February 22nd, In The Raw® teamed up with W South Beach to fill the hotel with the vibrant energy and spicy margaritas while generating product awareness and excitement. A custom-designed bar cart showcased the versatility of the full family of agave products, including the rich and caramel-flavored Original Agave In The Raw®, the subtly sweet and butterscotch-flavored Light Agave In The Raw®, and their latest addition, the Organic Hot Agave In The Raw®, bringing a new dimension of sweet heat. Complimentary regular and spicy margaritas crafted with their diverse agave offerings were served to over 200 guests, making National Margarita Day an unforgettable celebration and reinforcing Agave In The Raw’s leadership in the natural sweeteners space.

Continuing the festivities, the collaboration with El Tequileño, resulted in the creation of the Ocean Drive Margarita and a Spiced Paloma, featured at the El Tequileño booth during the prestigious South Beach Wine & Food Festival (SOBEWFF). This strategic partnership, driven by shared values of authenticity, craftsmanship, and a commitment to premium, great-tasting cocktails, resonated with event-goers. Both Cumberland Packing Corp. and El Tequileño, as family-owned entities and shared ethos created a synergy that left a lasting impact, extending far beyond the festival grounds.

Capitalizing on the buzz generated by SOBEWFF, the Cumberland Packing Corp. team seized the opportunity to host a private event in partnership with Bey Bey in South Beach, featuring a menu curated by acclaimed Chef Geoff Lee and paired cocktails courtesy of El Tequileno and Mezcal Mezul.

These creative marketing and PR efforts between (AOR) Shade Group PR and Cumberland Packing Corp. have driven excitement and awareness by bringing the In The Raw brand to life in unexpected ways – From the New York City Wine and Food Festival (NYCWFF), Brooklyn Magazine’s Movie Nights, to influencer-driven collaborations nationwide at acclaimed hotspots including Los Angeles’ Gracias Madre, New York City’s El Churro and Miami’s Hoja Taqueria, the stage has been set for ongoing collaborations, partnerships, and impactful campaigns that will continue throughout the year.

For media inquiries regarding In The Raw® products, please contact For partnerships and collaborations for Cumberland Packing Corp., please contact

About Shade Group PR:

A people-first creative communications agency, aimed at consistently generating awareness, creating an impact, and building credibility for clients across a wide range of industries. Shade Group PR draws from the team’s extensive experience to maximize the impact of media relations and marketing efforts, develop innovative and creative campaigns, and give your business its well-deserved time in the sun. Shade Group employs a collaborative, hands-on approach aimed at meeting and exceeding client goals.

About In The Raw®
In The Raw® premium sweeteners are a product of Cumberland Packing Corp., a family-owned and operated business founded and headquartered in Brooklyn, NY. After launching Sugar In The Raw® in 1970, the brand has since expanded its product portfolio to enable consumers to add sweetness and versatility to their favorite recipes with sweeteners derived from nature, including Stevia In The Raw®, Monk Fruit In The Raw®, Agave In The Raw® and Honey In The Raw®. To learn more about the In The Raw® brand and its products, visit



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