Hard seltzer is an innovative space. As more brands enter the category and release their own variations, we’re seeing all kinds of exciting new options emerge, including so-called premium hard seltzers. But what exactly does a premium spiked and sparkling beverage entail?

Social Club Premium Hard Seltzer

In May Anheuser-Busch InBev (NYSE: BUD) introduced its Social Club Seltzer, an effervescent twist on classic cocktails. Flavors include Citrus Gimlet, Old Fashioned, and Sidecar, each of which contains seven percent ABV and 150 calories.

Still playing catch-up to Mark Anthony Brand’s White Claw and Boston Beer’s Truly, AB In-Bev has gone all in on spiked seltzer. It has significantly expanded its seltzer profile over the last year, having introduced them under its PBR, Natural Light, Bud Light, and Bud Light Platinum labels in addition to its early adopter BON V!V. Perhaps the company feels that introducing a premium seltzer will set them apart from the competition.

“With the growth of the hard seltzer industry comes consumers looking for new offerings that fit different occasions, so we are excited to introduce a new premium hard seltzer cocktail for fans to enjoy,” said Lana Kouznetsov, VP of Beyond Beer at AB InBev.

“Inspired by the flavors of classic cocktails and combined with the refreshment of a seltzer, Social Club appeals to cocktail lovers who are looking for the flavors they love but in a more sessionable format.”

PRESS Premium Hard Seltzer

Other brands are joining Social Club in the premium tier of hard seltzers – at least according to the box. Voted “Best of the Best of 2019” by BestProducts.com, PRESS is popular among customers and critics alike for its daring flavor profiles. For instance, a variety 12-pack contains Pomegranate Ginger, Lime Lemongrass, Grapefruit Cardamom, and Blackberry Hibiscus.

Each 12 ounce can of PRESS contains 110 calories, five grams of sugar, and seven carbs. It is also gluten-removed; it is a malt-based beverage, and while their filtration process removes all but less than five parts per million, there are trace amounts of gluten.

Más Agave Premium Hard Seltzer

Last month Founders Brewing Co. announced its own expansion into premium hard seltzer, named after and inspired by one of its beers: Más Agave. At 4.5 percent ABV and 110 calories, Más Agave Premium Hard Seltzer will be available in Grapefruit, Lime, and Strawberry. Starting in October, consumers in select states will be able to buy six packs of Lime or Strawberry, or, notably, a variety 15 pack containing all three flavors.

What do Social Club, PRESS, and Más Agave have in common, aside from the name premium? Perhaps premium is just a clever way to dress up a hard seltzer, making its consumption feel like more of a special event.

It could also be that these companies are trying a similar strategy to that of craft brewery Ballast Point, who’s premium beer fetched a reported $1 billion when it was sold to Constellation in 2015.  Maintaining market differentiation enhances your perceived value.

Regardless of the reasoning, consumers are benefiting from more ready-to-drink (RTD), spiked and sparkling options hitting the market. Drinks customers whose tastes – like Kouznetsov’s department at AB InBev –  are “beyond beer,” have never had more alternatives at the bar or on store shelves.

Erin Grafton
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