Hard seltzer offers a low calorie, health-oriented image to consumers, acting as an almost natural progression of the light beer revolution of the 70s and 80s. TAP’s Vizzy even advertises its naturally occurring antioxidants. An inherently flexible/expandable product nature paired with large budget consumer insights means that seltzer brewers can offer new flavors and styles as soon as they see a trend emerging.
Truly’s innovation team revamped their entire 13 style lineup and added a new product (lemonade) in less than 3 months last year. Many brands are capitalizing on the grown of low- and no-ABV beverages (IWSR predicts 32% grown in the overall category in the next 2 years), rolling out lighter ABV/calorie seltzers, and even counter-trend high ABV options.
Brands such as Molson Coors’s soon-to-be-released (September 2020) Coors Seltzer are seen honing in on purpose vs. profit: the company is donating a dollar of every case sold to restoring clean water to rivers, and the tagline “Seltzer With a Mission” appears under the logo.
Coors Seltzer, due to be released in September, will launch with mango, black cherry, lemon-lime, and grapefruit. Only 90 calories, Gluten-Free and 4.5% ABV. Package: 12oz Slim Can, Year-Round
- ThirstyFrog Sets Sail - September 7, 2022
- Tell Me Whey: Dairy Hard Seltzer Developed by Cornell Scientist - July 24, 2022
- Constellation Brands Expected to Announce Significant Quarterly Increase in Sales - September 27, 2021
