Great Lakes Brewing Company (GLBC) is the latest craft beer darling to make a move Beyond Beer and into hard seltzer. The Cleveland based company recently announced the upcoming launch of its Agave Twist Ranch Water Hard Seltzer.

This will be the popular brewery’s first foray into hard seltzer. Fans can expect to see the ready-to-drink (RTD) canned cocktails in Northern Ohio stores as early as mid-October. GLBC plans to expand Agave Twist’s distribution footprint next year.

No Artificial Sweeteners in Agave Twist

Agave Twist will be released in a variety 12 pack featuring four flavors: Blackberry, Black Cherry, Lemon Lime, and Pineapple. It contains 100 calories per 12 oz can, 4.5% ABV, and no artificial sweeteners. Rather it is made with real fruit and agave and is gluten-free.

“A year and a half ago, no one knew what ranch water was,” said GLBC’s chief executive officer Mark King on the timing of the release.

“It’s a growth category, and it can be done right – if you do it right,” King said. “It’s still going to be perceived this way as a money grab. But can we make a really high-quality product, could we do it right, and could we differentiate it from what the big guys are doing?”

Fans of GLBC are excited to find out. The drink is made by fermenting real agave, flavored with lime puree. Agave Twist has already been a hit on tap in the Cleveland brewpub, where they unofficially piloted the project.

When looking at new products for 2021, Agave Twist was an obvious choice.

“It was one of our top sellers,” King said. “People who loved seltzers loved it. Tongue in cheek we called it ‘Cleveland ranch water.’ People said, ‘Does it tastes like ranch dressing?’”

“We think we nailed the taste,” the CEO added. “Agave Twist allows us to do something that is real flavors – real agave, real fruit,” King said. “So there’s a craft story there, and we’re still able to get to 100 calories, four and a half percent (alcohol).”

Distribution of Agave Twist Takes Priority

Agave Twist’s initial launch is limited to Northern Ohio, at least in part due to the on-going aluminum can shortage. While the new hard seltzer will indeed be sold in 12 oz cans, that decision was made at the expense of other products.

As a result, one of its seasonal favorites – Christmas Ale – will not be launched in cans this winter, but will be limited to bottles. The brewery’s Commodore Perry and Ohio City Oatmeal Stout will both be restricted to bottles “so we can allocate cans to Agave Twist.”

King acknowledges that the brewery aims to enter an increasingly crowded and competitive segment of the drinks industry. Yet the CEO stands behind his company’s new product.

“Everybody said five years ago, ‘Don’t get into craft beer, there’s already 5,000 breweries.’ Well now there’s 9,000. Fat Head’s and BrewDog and Rhinegeist have all taken a chunk out of Great Lakes over the years, and we’re taking it back.”

We can’t wait to taste this legendary brewery’s take on Ranch Water.

Erin Grafton
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