Breaking: Sierra Nevada Agua Azul Hard Seltzer

In one of the most anticipated releases of a hard seltzer, Hard Seltzer News has learned that Sierra Nevada Brewing is working on a hard seltzer brand, to be known as Agua Azul.

Sierra Nevada is the third largest craft brewer, according to 2019 rankings released annually by the Brewers Association. Only Yuengling and Sam Adam’s parent, Boston Beer, are larger. Boston Beer (NYSE: SAM) is also maker of Truly Hard Seltzer. Sierra Nevada also holds the number three position among independent brewers, and is the nations 7th largest overall beer brewing operation, having produced an estimated 1,250,000 barrels last year.

In filings with the US Patent & Trademark Office, the company has applied for protection with an intent to use the mark “Agua Azul” in association with hard seltzer goods. Filings were submitted on December 19, 2020. The English translation of Agua Azul is Blue Water.

Agua Azul

The English translation of Agua Azul is Blue Water. While the Sierra Nevada logo depicts a meandering blue stream, presumably the Sacramento River, flowing from snow-peaked Sierra Nevada mountains, Agua Azul is actually the name of waterfalls in southern Mexico near Guatemala.

The turquois waters, known as a tourist destination, were impacted by a strong earthquake on September 7, 2017.

Beyond Beer

The brewing concern has achieved success with its Strainge Beast hard kombucha brand, released earlier this year and now widely distributed in Whole Foods stores and for sale on Drizly. Strainge Beast is a product of the company’s Chico Fermentation Project, and comes in three varieties of Passion Fruit, Hops & Blood Orange, and Ginger, Lemon & Hibiscus.

Boston Beer had a similar progression, launching Tura hard kombucha but achieving success with its Truly Hard Seltzer. Tura was scrapped earlier this year, but Truly is largely attributed for SAM’s stock performance this year. SAM stock is currently trading at about $1,000/share, yet its 52-week low is $290.

Craft Brewers Embrace Hard Seltzer

As Millennials now prefer hard seltzer over craft beer, brewers are scrambling to release competitive non-beer products. At last count, 70% of the top 20 craft brewers are now either selling hard seltzer or have one in development. Large craft entries in addition to Sierra Nevada include New Belgium, Duvel, Gambrinus, CANarchy, and Artisanal Brewing Ventures, which is now working on a Victory Hard Seltzer.

Even the Craft Beer Marketing Awards have expanded to include hard seltzer entrants.

Proudly Independent

Sierra Nevada is still an independent brewer, owned by Ken Grossman and his family. The company was founded in 1979 and released its first brew in 1980. Headquartered in Chico, California, Sierra Nevada opened a sprawling brewery and restaurant facility in Mills River, North Carolina, in 2014. The Sierra Nevada Pale Ale celebrated its 40th anniversary this past November.