Heineken USA is taking an intriguing new step to expand its Beyond Beer portfolio by announcing Comb & Hive canned sparkling wine.
Comb & Hive gets its name from the wildflower honey from which its alcohol is derived. It is “a crisp wine made with wildflower honey and real sugar fermented to harmonious perfection with orange blossom flower and a hint of fizz,” according to a statement from the company announcing the release.
The unique new sparkling wine contains 6.9% ABV. Each 12 ounce can contains 150 calories and two grams of sugar. It will launch in four-packs and single serve cans.
Heineken plans to test its new release in Denver, CO, and Nashville, TN, markets beginning September 3.
The beverage company, which has been strategically expanding its beyond beer portfolio, is excited about its innovative new product. Heineken first indicated its intent to develop Comb & Hive by applying for trademark protection with the US Patent and Trademark Office (USPTO) in June of 2020.
“For Comb & Hive, it’s all about connection. The honeycomb prominently displayed on the front of our can symbolizes connection in its purest form, allowing bees to knit themselves together and produce golden wildflower honey. Marry that with orange blossom and you have a drink crafted by and made for connection,” says Karla Flores, director of innovation commercialization at Heineken USA.
“And from 2018 to 2020 with off-premise canned wine dollar sales having grown 186%, we’ve seen consumer demand shift towards a thirst for new flavor varieties, easy drinking, and convenience. With a focus on adults 21+ who drink wine, hard seltzers, and cocktails looking for a new wine to enjoy in social occasions, Comb & Hive is the new Rosé. We want these consumers to enjoy Comb & Hive while connecting with family and friends.”
Comb & Hive is probably the hippest take on a mead that we have seen in a long time. A mead is technically a wine made from fermented honey and sugar.
In addition to the innovative new mead, Heineken has worked to expand its beyond beer portfolio in the last few quarters.
This summer saw the release of AriZona SunRise Hard Seltzer, a collaboration with the iconic juice and iced tea brand. With a splash of real fruit juice, SunRise is available in a variety pack featuring Cherry Punch, Grapefruit, Lemon, and Mucho Mango.
Heineken also recently released a Ranch Water ready-to-drink (RTD) through its cerveza brand, Dos Equis. And last fall, it released Bask
– a crossover “IPA Hopped” hard seltzer meant to lure craft beer purists into the space.
This fall, Heineken will be the official import beer and hard seltzer partner of the Miami Dolphins, thanks to a partnership announced
in May.
The new Comb & Hive sparkling wine is an interesting development in Heineken’s beyond beer portfolio. A honey wine seems like a perfect companion for late summer / early fall – perhaps we’ll see some seasonal flavors?
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