![]() ![]() Last spring, the company released Vizzy, a hard seltzer that contains vitamin C. Jacques, the chief marketing officer of Molson Coors, which has been making beer since the late 1700s but hopes to end this year with 10 percent of the hard seltzer market. “We view ourselves as the challenger brand,” said Michelle St. That kind of broad appeal is attractive to beer, wine and spirits companies. The industry has also neatly sidestepped the gender issue that plagued earlier, lighter alcoholic alternatives like Zima, which became popular with women but struggled to be adopted by men. Today, they make up about 20 percent of its can and bottle sales. “You can drink four or five of them in an afternoon and not have a big hangover or get really drunk.”īlake Street, an 18,000-square-foot sports bar, started selling hard seltzers two years ago. “It’s a nice drink for an afternoon on the patio,” said Shelley Majeres, the general manager of Blake Street Tavern in downtown Denver. That makes it easier for people to sip at a party or while watching a game without getting intoxicated or winding up with the belly-full-of-beer feeling. ![]() On top of that, the alcohol content in most hard seltzers, about 5 percent, or the same as 12 ounces of a typical beer, is less than a glass of wine or a mixed drink. “Every brand’s packaging features its relatively low carb and sugar data.” “The health and wellness element is front and center in terms of the visual marketing,” said Vivien Azer, an analyst at the Cowen investment firm. The brand is owned by the Canadian billionaire Anthony von Mandl, who created Mike’s Hard Lemonade. White Claw’s slim cans prominently state that the drinks contain only 100 calories, are gluten free and have only two grams each of carbohydrates and sugar. A partnership between Coca-Cola and Molson Coors Beverage, it hit shelves in 16 markets across the country, chasing the cult following of Topo Chico’s seltzer water in the South. “People were lining up outside of the stores to buy Cacti and share pictures of themselves with their carts full of Cacti,” said Marcel Marcondes, the chief marketing officer for Anheuser-Busch.Īlso this spring, Topo Chico Hard Seltzer was released. This spring, the hip-hop star Travis Scott released Cacti, a seltzer made with blue agave syrup, in a partnership with Anheuser-Busch. (Care for passion fruit-orange-guava?) They’re also trying to outdo one another by coming up with new variations, like so-called spiked seltzers that use rum or tequila, seltzers with antioxidants or even “hard coffee.”īoston Beer introduced Truly Iced Tea Hard Seltzer this year and a few weeks ago released an ad campaign with the British pop singer Dua Lipa. Old-school beer companies, spirits giants, winemakers and others are fermenting sugar solutions and adding seasonal flavors like watermelon, black cherry and strawberry lemonade to create their own buzzy concoctions. While White Claw and Truly - the Coca-Cola and Pepsi of hard seltzer - capture about 70 percent of the market, everyone wants in on the action, drawn by the staggering growth. And for the hard seltzer industry, it’s the start of a dizzying period when dozens of old and new competitors vie to be the boozy, bubbly drink of the season. The Memorial Day weekend kicks off what many hope will be a more normal summer, when kids start counting down the number of days left in school, people head back to the beach and grills heat up for backyard parties that went poof last year because of the pandemic. “It’s going to be a big summer for hard seltzer.” “We’ll sell a lot of buckets of White Claw and Truly seltzers,” said Sam Stone, a co-owner of the Rambler. The Rambler expects to sell close to 500 cans in flavors like peach, pineapple and grapefruit pomelo. To wash it down, patrons might go with a mixed drink or one of the 20 craft beers the bar sells. The music should be pumping and the burgers and jerk chicken wings flying out of the kitchen this holiday weekend at the Rambler Kitchen and Tap in the North Center neighborhood of Chicago. ![]()
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