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Boozy seltzers offer lower calorie alcohol alternatives
Young consumers are seeking unique and fresh flavor profiles in their adult beverages, particularly during the summer drinking season. Following in the footsteps of the hard soda trend comes hard seltzers, which offer an inventive variation on the bland vodka soda while simultaneously keeping both the carb and calorie content at a minimum.
WHITE CLAW HARD SELTZER
From Mark Anthony Brands, which also owns the Mike’s Hard brand of flavored malt beverages, comes White Claw Hard Seltzer. The brand hit shelves in June, just in time to quench summer thirsts, with flavors including lime, black cherry, and ruby grapefruit. The brand’s name and marketing position celebrate the company’s natural roots. “White Claw” refers to ocean whitecaps that form in threes, hence the logo; meanwhile, messaging focuses on the natural fruit juices that provide superior taste. At 112 calories, a 12-ounce can is comparable to light beer, though it packs a slightly more powerful punch at 5% ABV compared to the average light beer at 4.2%.
TRULY SPIKED & SPARKLING
Boston Beer continues to diversify its portfolio of offerings, which also includes Twisted Tea and Angry Orchard Cider, with Truly Spiked & Sparkling. First hitting shelves in Massachusetts in April, the brand has rapidly expanded shipment to 15 states along the East coast and in the Midwest. Compared to White Claw, which is striving for gender neutral messaging, Truly is targeting a predominantly female audience. The brand’s sleek packaging and trend-forward flavor line, comprised of Colima Lime, Grapefruit & Pomelo, and Pomegranate, complete the play as an offering for young sophisticates.
BON & VIV
Founded by a former employee of Nantucket Nectars and a veteran of the financial industry, Bon & Viv Spiked Seltzer is the granddaddy of the hard seltzer trend—a point the brand is lately flaunting in the face of new competition. Bon & Viv’s unique brewing process was designed to eliminate the taste of alcohol and replace it with the natural essence of cold-pressed citrus. The flavor range includes Cape Cod Cranberry, Valencia Orange, West Indies Lime, and Indian River Grapefruit. The packaging also provides a twist: under the bottle caps drinkers find inspirational and motivational phrases.