Heineken continues its quest to bubble up in the hard seltzer market. The Dutch brewer just announced Dos Equis Ranch Water, its latest spiked and sparkling endeavor.
Ranch Water is a favorite local cocktail of West Texas, traditionally made with the mineral water Topo Chico, tequila, and fresh lime juice. The recent release of several craft ready-to-drink (RTD) Ranch Waters have helped the drink surge in popularity beyond the region.
Dos Equis Ranch Water is set to hit stores in the Lone Star State in April, with other southern states to follow later in the year.
Each 12 oz. serving will contain 180 calories and 4.5% ABV. Dos Equis Ranch Water will be available for purchase in 12-packs or single servings.
Texas is Ideal Launch Site
The test market was chosen for another specific reason – Texans also love the taste of Heineken, and Dos Equis has a significant presence in the region. According to the 2010 census, Hispanic and Latinos comprise 39.7% of the Texas population.
Heineken USA’s chief executive officer, Maggie Timoney, describes the prospect of a Ranch Water made by Dos Equis as “a match made in heaven.”
Heineken hopes that the Dos Equis RTD cocktail will bring new customers to the brand. This is the first Beyond Beer expansion for the popular cerveza.
“We would expect many… people to enjoy the Ranch Water and a beer,” said director of marketing Jonnie Cahill. “But there are many other people who don’t drink beer, and Ranch Water is a very smart way to get them into the franchise.”
Heineken Continues Hard Seltzer Mission
Hard Seltzer News recently reported that Heineken, the world’s second largest brewer, announced that it is cutting 8,000 jobs as part of an effort to get back to pre-pandemic profit margins. The company sold 8% less beer in 2020 than it did in 2019, resulting in a 17% decrease in revenue, per Fox Business.
The plan, dubbed “EverGreen,” is the brainchild of new CEO Dolf van den Brink, who referred to 2020 as “a year of unprecedented disruption and transition.”
A major part of the EverGreen operation includes ramping up the brewer’s Beyond Beer offerings, including both hard seltzer and non-alcoholic beverages. The company has made significant moves into the space in the last year, with several new spiked and sparkling drinks on the horizon.
SunRise Hard Seltzer
In addition to Ranch Water, Heineken is also about to release the new SunRise Hard Seltzer through a partnership with AriZona Beverages. Made with real fruit flavors and colors, SunRise will be released in four initial flavors, all inspired by the company’s iconic soft drinks: Cherry Punch, Lemon, Grapefruit, and Mucho Mango.
Bask Hard Seltzer
Last fall it released Bask, a hoppy IPA Style Hard Seltzer. The crossover beverage is meant to appeal to craft beer purists who may have been slow to adopt to the seltzer trend. Bask is available in three flavors: Blood Orange, Lemon, and Original Hops.
Expect to see more innovative releases from Heineken in the coming months; the company has more surprises up its sleeve, but Timoney calls Dos Equis Ranch Water the “crown jewel.”
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