CANarchy Craft Brewery Collective continued its growth in 2020, thanks in large part to its seltzer strategy. The collective diversified product offerings across its portfolio, boosting its beer alternatives, and resulting in overall volume growth.
In spite of the curve ball 2020 threw us all, CANarchy’s success was driven by “fresh innovation, strength in the seltzer space as a craft segment leader, variety pack victories and a robust digital strategy,” according to a statement from the company.
The collective increased its output by 2%, or an impressive 10,000 barrels. Hard seltzer growth across the portfolio jumped 33%.
“While the past year presented a significant number of challenges for our business, we were able to continue to build momentum and create growth by leveraging our diversified brand portfolio that ultimately tapped into what the consumer was looking for during a tumultuous time,” said Chris Russell, chief commercial officer.
“2020 was a year in which we strengthened our processes, our productive capabilities and most importantly, our key partnerships at the wholesale and retail levels. We believe that we are well positioned to build on this momentum in 2021 as a strong contributor to category growth through strong core brands, a robust innovation pipeline and an effective go-to-market strategy.”
Hard Seltzer Expands
A CANarchy member, Oskar Blues, was one of the first craft breweries to add hard seltzer to its repertoire, first branching into the space in 2018. Some of CANarchy’s popular spiked and sparkling offerings include Wild Basin Hard Seltzer by Oskar Blues, Blind Lemon Seltzer by Deep Ellum; Grandeur Peak Spiked Sparkling Water by Squatters; and Clear Coast Fresh Hard Seltzer by Perrin.
The collective’s breweries continue to release new options, with Cigar City Brewing and Three Weavers both releasing hard seltzers in the first quarter of 2021. Cigar City Seltzer launched in the southeast in February with the rest of the east coast to follow later this year. The brewery took its time developing four flavors, all inspired by Florida citrus: Meyer lemonade, Florida Orange, Ruby Red Grapefruit, and Key Lime.
debuted at Three Weavers’ Inglewood taproom and is also available in a variety 12 pack. Its debut flavors are all inspired by Southern California: Cucumber Lime, Elderflower Ginger, Yuzu Peach, and Spicy Mango.
Future plans for the new year include introducing VII by CANarchy, an imperial 7% ABV hard seltzer that will come in single serve, 16 oz. cans. The collective says VII will be “targeted primarily at the convenience segment with the objective of capturing new consumers and new occasions.”
Revitalyte Recovery Drink
The CANarchy collective has also made its first moves into the recovery beverage category. Revitalyte joined the collective in December of last year and has since been introduced in 20 test markets.
Containing “an optimal balance of sodium, potassium and glucose, Revitalyte is proven to prevent dehydration more effectively than sports drinks, soda, juice, or water,” according to the product website
. So far the trial sales have exceeded expectations, and CANarchy hopes to expand the non-alcoholic recovery beverage throughout its distribution footprint by the end of Q2.
By opening itself up to possibilities beyond beer, it is no wonder the CANarchy Brewery Collection is thriving during such a challenging time for the industry. Diversifying its portfolio with the addition of more craft hard seltzers and non-alcoholic beverages will only continue to strengthen its position.
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