AriZona SunRise Hard Seltzer – one of the most highly anticipated seltzers of 2021 – is making a splash in the US with an integrated marketing campaign. The classic soft drink company partnered with Heineken USA for the release of its first hard beverage.

The brand is celebrating with its Summer of 99 campaign. The name is a nod to the iconic AriZona 23 oz. big can of juice and iced tea, which has sold for $0.99 since its release in 1992.

During the Summer of 99, SunRise will give away a prize every 99 minutes, for 99 days. The prize bonanza began on June 7 and the fun will continue until September 14.

 

Prizes include “everything you need to make this summer a memorable one including pool floats, sunglasses, a mini fridge and cooler for keeping your seltzer cool,” according to a statement from the company announcing the contest. That’s right – you can actually win a SunRise branded little cooler, made by Igloo.

To enter, legal drinking age (LDA) consumers can “scout a Summer of 99 giveaway display at their favorite retail store and scan the code to be directed to an online scratch-off game for a chance to win.”  Can’t find a video display? No problem – you can also enter online once a day (and the online scratch-off is oddly satisfying).

SunRise spiked sparkling water is made with a splash of real fruit. It is currently available in four flavors – Cherry Punch, Mucho Mango, Grapefruit, and Lemon – all inspired by AriZona’s classic juice flavors.

Since SunRise is made with real fruit juice, it contains a hint of natural color. Each 11.5 oz can contains 4.6% ABV, 100 calories, 2 to 4 carbs per serving, and no added sugar. It is available in a variety 12 pack, and the Cherry Punch and Mucho Mango flavors are also sold in single serve 19.2 oz tallboy cans.

Collab with Heineken

The AriZona / Heineken collab is a big step for both partners. While SunRise represents a whole new market for AriZona, Heineken has been making its own moves to increase its spiked and sparkling portfolio. In addition to SunRise, it just released a ready-to-drink (RTD) ranch water through its cerveza brand, Dos Equis. It also makes Bask, an “IPA style” hopped hard seltzer.

“As both family-owned companies and brand building powerhouses, there are many synergies between Heineken and AriZona, making this a winning partnership to bring our unique seltzer proposition to the market,” said AriZona Chairman Don Vultaggio.

“AriZona is an iconic player in the beverage industry, famous for bringing delicious and all-natural non-alcoholic products to diverse consumers across the United States and worldwide. Heineken USA brings strong relationships with the distributor network in the United States and extensive manufacturing and brand building expertise in alcohol. Together, we teamed up to both do what we do best. We intend to broaden the appeal of Hard Seltzer by bringing more people to the party.”

AriZona Beverage Company, which is actually based in New York, was founded in 1992 by friends John Ferolito and Don Vultaggio. The pair first started as a beer distributor in the early 1970s in Brooklyn. Yet in 1990, they saw the success that Snapple enjoyed selling bottled iced teas and juices, which inspired them to try making similar drinks.

You can find AriZona SunRise for sale near you on its website.

Erin Grafton
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