Marketing

The box mimics the melon to which it pays homage in bright fuchsia and teal, while the cans themselves look almost Warholian. Each flavor sports the same melon, surrounded by brighter colors that are inspired by the blended fruit. The variety pack is bright, fun, and perfect for making the most of the second half of summer.

Colorado Sake Co. is launching a new line of hard sake seltzers this summer. The launch includes four flavors of Yuzu Ginger, Blood Orange, Mixed Berry and Lime.

The Boston Beer Company, makers of Truly Hard Seltzer, is teaming up with spirits company Beam Suntory in a long-term strategic partnership.

Treatt, a natural extracts and ingredients supplier across the globe, has helped many hard seltzer makers craft a flavor experience that separates them from the pack.

Something new is brewing at Sierra Nevada. The California-based brewing company recently filed “intent to use” trademark applications with the United States Patent and Trademark Office under the registration Tea West, confirming that Sierra Nevada is exploring a hard tea offering.

The rise of hard seltzers has forever changed the alcohol beverage industry but it has also inadvertently reinvigorated the soft seltzer market. Riding the coattails of trending alcoholic seltzers, sparkling water brands are rising to the occasion and shaking up the soft drink market.

Constellation Brands is evolving with its Hispanic demographic in an effort to continue offering beverages that resonate with the community.

There is one fewer hard seltzer SKU for distributors and retailers to carry.  Molson Coors showed courage and swift action in responding to data in the young history of hard seltzer, and has eliminated Coors Seltzer from the lineup. The brand extension positioning was problematic.

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.

Constellation Brands (NYSE: STZ) is vying for a top-three share position in hard seltzer. The makers of Corona Hard Seltzer currently hold the #4 hard seltzer spot in the US.