SUDBURY -- Ahead of National Caesar Day, an entrepreneur from Massey has launched the latest in his line of successful Caesar-inspired products.

Matt and Steve's ready-to-drink Caesar launched earlier this month and is available at more than 200 LCBO locations across the province, just in time for National Caesar Day on May 14.

"The Caesar is the classic Canadian cocktail," said Matt Larochelle, co-founder and CEO of Matt and Steve's. "Everybody can do their own little flare to it, whether it be super spicy or a little less, a little extreme bean … Whatever you like to do, it's your thing, but it's definitely a Canadian thing."

Larochelle said the drink has been in the works for the last two years, following on the heels of the company's well-known product, 'The Extreme Bean.'

This latest offering was inspired after successfully launching 'The Extreme Bean,' which serves as a compliment to a traditional Caesar, replacing the standard celery.

"About two years ago we decided, why don't we try (to) make our own Caesar in a can?" said Larochelle.

"We started it and it wasn't very good at the beginning. We tried many, many recipes, but finally about four months ago we got it right. We had to build it right from the ground up."

The timing largely coincided with the COVID-19 pandemic, which has completely upended many sectors of the economy. After developing guidelines to ensure the health and safety of its employees, Larochelle said the company decided to move full-steam ahead.

"We were pretty pumped about getting it out, so when we finally got to the point where we could, I think our excitement overtook any rational thought," said Larochelle.

"I think why we kept on going is, at this particular moment in time, I think people need fun in their lives more than anything, with all the stories and the bad stories. So we just decided to plow ahead with it and create some fun in people's lives."

Cambrian College business professor Brian Vendramin said the ready-to-drink category is becoming increasingly popular among Canadian consumers.

"The ready-to-drink category is experiencing exponential growth now because of its simplicity: you buy it, you open it, you consume it," said Vendramin. "The trend is coming to us from Europe; low-sugar, low-alcohol, so it targets those who are health conscious, in the under 35 age category and it's generally a 50/50 gender split."

While the company has launched products successfully before, Larochelle admits it is facing a host of new, unprecedented challenges because of the pandemic.

"The main thing is it's hard to sample it," said Larochelle. "It's hard to get people to try it because there's no more shows. People, for obvious reasons, don't want to taste something out in the community, put anything in their mouths essentially. That's been a little difficult."

Vendramin, who calls the company's ability to secure shelf-space in more than 200 LCBO locations "epic," said it will have to work hard on an effective digital marketing campaign.

"When we think about digital marketing, we always think about things like Instagram and Facebook and Twitter," he said. "But they become even more important because you are going to have to build the brand that way, because special events that may be spirit related, festivals etc., they've all been cancelled because of COVID-19."

Despite the obvious challenges, Larochelle said he remains passionate about what he does.

"I'm an innovator!" he said. "I just think innovation and building things is fantastic, and to do it right here home just feels great."