In an increasingly crowded market, hard seltzer brands have been working to develop flavors that stand out — but also sell. PRESS Premium Alcohol Seltzer pairs the unexpected in ways not seen before in the category. In an exclusive interview with Hard Seltzer News, the founder of PRESS, Amy Walberg, spoke about how she got the inspiration for the brand’s unique flavor profiles. 

“I’m a bit of a foodie, for sure!” -Walberg

The brand’s core flavors include pairings of pomegranate ginger, lime lemongrass, blackberry hibiscus and grapefruit cardamom — all of which sound like they could have been pulled straight from a high-end cocktail bar menu. PRESS will soon roll out a second variety 12-pack including flavors of pineapple basil, lingonberry elderflower, pear chamomile and apple cinnamon.

Walberg came up with all the flavor combinations for PRESS, with inspiration stemming from her travels throughout the world, including cardamom from her travels to India. 

“I think it’s fun for people. I hear a lot of, ‘You know, I’ve never tried cardamom before,’” and then they try it and they’re like, “Wow!” Walberg said. “They’re really surprised and [think] it’s great and [they’re] looking forward to seeing what’s next.”

Walberg told Hard Seltzer News that she first and foremost considers herself a consumer advocate, and she fights for what consumers want, as opposed to what might be the easiest to sell. Because PRESS has remained independent since its founding in 2015, Walberg feels that the company has more freedom to get creative and offer consumers a little more of the unexpected with their products.  

“We don’t have a large boardroom and don’t have to get a lot of signatures to be able to push something through,” Walberg said. “I think that’s what’s great about independent brands [sic] — they really are able to execute that vision, right? It’s not a need to fill a portfolio.”

One of the reasons Walberg originally decided to found PRESS is that she was looking for something light and refreshing that could pair well with food. Before she began the company, there really weren’t too many options available on the market.  

“I like beer, but not always — especially not with my fettuccine — and, as a mom, wine is lovely, but I also need to be in the moment,” Walberg said. “So, I just wanted something that I could pair with food, but didn’t have to have a margarita dictate that I was going to have tacos or enchiladas [sic] that night or pizza and my beer.” 

As the hard seltzer market continues to grow, consumers are finding an expanse of new opportunities to pair seltzer with food. The availability of variety packs can make pairing seltzer with meals even less constraining. With varieties containing three or four different options, the flavors can be picked to fit the mood of the consumer, or the moods of a group.          

“[That’s] what’s so nice about this category; it’s very refreshing and light and is able to be enjoyed with a lot of meals and different occasions, which I don’t really think [was] here before,” Walberg concluded. 

Stephanie Meade
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