A new hard seltzer made its debut this week in southeastern states, and this one comes with a top celebrity endorsement. Two Lane Hard Seltzer distribution began to outlets in Alabama, Georgia, Florida, North Carolina, South Carolina, Tennessee, and Virginia. The brand is endorsed by Country music singer and songwriter Luke Bryan.
Brewed in Daleville, Virginia, by Constellation Brands (NYSE: STZ), the brand is priding itself on creating what they call “Southern-inspired” hard seltzer, offering crisp, refreshing flavors such as Cherry Limeade, Peach Tea, Watermelon Punch, and Blueberry Lemonade. Currently, Two Lane is only offered in the southeast US, although plans include distribution expansion in the coming months.
Constellation seeks to expand its presence in the ever-growing hard seltzer wars, which now includes its 4th place Corona Hard Seltzer.
Two Lane’s Carefully Crafted Imagery
Two Lane promises something a bit different than other hard seltzers, with a heavy focus on flavors combined with water straight out of the Blue Ridge Mountains. Packaging has a laid-back, summer time vibe in terms of taste, look, and feel.
Packaging includes backdrops of low mountains and guitar pick icons. Taglines for flavors include “Perfect for sippin’ lakeside on those endless sunshine filled days” and “…no porch swing is complete without a Peach Tea Hard Seltzer.”
Two Lane brand managers are marketing the seltzer as an excellent drink for a back porch party during a warm summer night. The seltzers come with 110 calories, three grams of authentic cane sugar, and no gluten ingredients. The 12-ounce slim cans are sold in 12-can variety packs.
The seltzer line is an encore collaboration between Constellation and Bryan, four-time Entertainer of the Year. In early 2020, the company and music star introduced Two Lane Lager, which found immediate success in stores before a brief production hiatus. That lager is now being produced once again, along with the brand new hard seltzer, which Bryan says is inspired by his home state of Georgia.
Bryan’s hand in product development
The musician has taken part in not only the idea phase of production but has also helped perfect the taste, look, and feel of the drinks. Bryan has made sure that the seltzer truly reflects the warm, comfortable atmosphere of the south while giving customers a taste that feels like something he and his family in Georgia would make.
The singer says the seltzer has found a “perfect balance” with all those elements and is something that will greatly complement the already successful lager.
Two Lane is entering an expanding field of prosperous seltzers that have taken the beverage alcohol market by storm. 2019 saw the market size of hard seltzer reach new heights and was valued at approximately $4.4 billion according to Grand View Research.
Estimates have the hard seltzer industry expanding by 16% from 2021 to 2027. Constellation’s decision to pair Two Lane with Bryan helps catapult the brand’s awareness and separate itself from the growing field.
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