Quirk, the “hard seltzer with more personality,” has expanded its product offerings, as well as its distribution footprint and marketing efforts in order to make it even easier for thirsty fans to get their hands on the eccentric hard seltzers.

Quirk, a brand of real juice hard seltzer from Kansas City’s Boulevard Brewing, launched its Splash of Citrus Mix Pack recently. The four-flavor variety pack features three new citrusy options including Grapefruit Twist, Hibiscus Lemonade and Watermelon Salt & Lime. The fourth flavor, Pear Yuzu, is already a tried and true fan favorite.

The brand boasts eight flavors in total, each one “brimming with unpredictable individuality.’ Additional flavors include Cherry Blossom & Lime, Blueberry Lemon & Lavender, Strawberry Lemon & Basil, and Blackberry Sage. All flavors contain 90 calories, less than 1 gram of sugar, 3-5 carbs, and an ABV of 4.2%. The seltzers are made with real juice and are gluten free.

Quirk’s Splash of Citrus Mix Pack joined its Berry & Botanical Mix Pack on shelves in June.

The brand’s four year-round varieties (Cherry Blossom & Lime, Strawberry Lemon & Basil, Blackberry Sage, and Pear Yuzu) are also available in 6-packs of individual flavors. Company representatives confirmed its Cherry Blossom & Lime flavor is now available for distribution in kegs for on-premise accounts.

Marketing & Distribution

The Splash of Citrus Mix Pack debuted with a commercial featuring upbeat, mod-inspired instrumentals overlaid with ASMR-style drinking sounds. The colorful video advertisement showcases the new mix pack flavors along with the brand’s playful artwork, all behind stop motion images of brightly-clad actors holding bowls of pears, watermelon slices and handfuls of citrus fruits.

Quirk Hard Seltzer also recently expanded into Puerto Rico with the help of Ballester Hermanos, the wholesale grocer responsible for distributing Boulevard’s portfolio of beers throughout the island territory. “We know that Quirk is one of the best-tasting seltzers in the industry and look forward to expanding its distribution further into the heart of the Caribbean,” promised Bobby Dykstra, Vice President of Sales for Boulevard Brewing’s parent company, Duvel Moortgat USA.

Dykstra hinted at future expansions and innovations as well, stating, “We have many exciting things in the works for Quirk…This expansion is just one.”

Boulevard Brewing is KC Icon

Boulevard Brewing launched Quirk in its hometown of Kansas City last summer. The seltzer continued expanding its distribution and quickly became popular, selling around 15,000 barrels in 2020 alone. Since its inception, Quirk has been brewed in Boulevard’s historic Kansas City brewery.

Boulevard was founded in 1989 by John McDonald, a carpenter by trade, in the building he lived and worked in at the time. It is now the largest specialty brewery in the Midwest, with a massive selection of year-round, seasonal and limited edition brews.

The brewery’s expansive portfolio includes its Unfiltered Wheat, the Midwest’s best-selling craft beer, as well as its flagship offering, Boulevard Pale Ale. In addition to Quirk Hard Seltzer, the brewer also produces Fling, a line of premium canned cocktails featuring real spirits.

The brewery was built by McDonald in the 100 year old Kansas City neighborhood, and continued to expand over the decades, while remaining in its original home. In 2006 Boulevard added a new building complete with a 150 barrel brewhouse and more. In 2014 the brewery was acquired by Duvel Moortgat, “a collection of artisanal breweries dedicated to the highest expression of the brewers’ art.”

In 2016, Boulevard grew again, adding a Tours & Rec Center as well as a 3,600 square foot building featuring six 1,000-barrel fermentation tanks. In 2018 the brewery added a Canning Hall with new, high-speed canning technology.

Boulevard’s beverages are now available in an impressive 41 states as well as 11 countries worldwide.

As for Quirk, Dykstra stated that the seltzer brand looks “forward to continuing our motto of ‘Quirk hard, play hard’…” Boulevard insists, “As experts in the fine art of flavor, we’ve stepped out of our sandbox, pushing boundaries and exploring new territory in a drive to deliver the best and most interesting adult beverages.”

Shirani Jayasuriya
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