New, better-for-you hard seltzers usher in summer 2020

Hard seltzer was the indisputable beverage of summer 2019, and while summer 2020 is already poised to be very different (a tad more socially distant, at the very least), the latest evolution for hard seltzers is promising a bit of fun nonetheless. What’s more, these new offerings address continued consumer prioritization of wellness, with updated formulas or even additions like vitamins and antioxidants.


White Claw, the now-iconic poster child for the Millennial-driven hard seltzer boom, is attempting to address the recent “sober-curious” trend circulating amongst this demographic with the upcoming launch of White Claw 70. This particular line offers imbibers the classic White Claw formulation—seltzer water, gluten-free alcohol base, and fruit flavoring—but contains only 70 calories per can (instead of 100) and a 3.7% ABV (compared to the original formula’s 5% ABV). While White Claw was in no way highly-caloric or highly-alcoholic in its original formulation, this new offering expands on the popularity of easy-to-drink and lower-alcohol options that are recently proliferating. What’s more, White Claw 70 will include two new, summer-appropriate flavors: a zesty-sweet Clementine and tropical Pineapple.


Molson Coors launched Vizzy, the first vitamin C-rich hard seltzer, just this past April. In addition to being antioxidant-rich (due to the vitamin C), each can of Vizzy is gluten-free and contains only 100 calories and 5% ABV, making it comparable to a classic White Claw. Vizzy comes in four flavors: Black Cherry Lime, Strawberry Kiwi, Blueberry Pomegranate, and Pineapple Mango. While there’s no concrete evidence that vitamin C directly mitigates the effects of alcohol consumption, the vitamin is touted as a hangover-helper nonetheless, and Molson Coors was smart to incorporate this wellness-forward component into Vizzy’s formula.


Anheuseur-Busch and the founder of Golden Road Brewing teamed up to debut Maha Organic Hard Seltzer, which boasts a proprietary blend of (hopefully) hangover-helping vitamins and minerals (including sea salt, which helps with re-hydration and cellular function), contains 110 calories and 4.2% ABV, and is flavored with organic fruit juice rather than chemical flavoring. Indeed, the beverage skews wellness-forward, even as it offers a light buzz inherent to beverages in the hard seltzer category. Maha’s seltzer comes in three flavors: Tangerine Yuzu, Raspberry, and Black Cherry.