The perennial summer beverage of iced tea is also part of the move toward seltzer hybrids. White Claw is introducing new iced tea seltzer this season in peach tea, lemon tea, raspberry and mango flavors. Meanwhile, another seltzer brand, Boston Beer Co.’s Truly, is adding a new iced tea line to its seltzer portfolio, in strawberry, lemon, raspberry and peach varieties.
In addition to nonalcoholic mixers like lemonade, iced tea and fruit juice, other seltzer fusions are fashioned with seltzer and spirits. Chicago-based Molson Coors is combining spirits, fruit juice and seltzer in a new line of Proof Point Spirited Seltzers, including varieties like vodka seltzer with lime and rum seltzer with mango-pineapple.
Mashups aren’t just for ingredients when it comes to hard seltzers. In addition to beer brands, various beverage companies are unveiling hard seltzers in time for the peak drinking season this summer. Coca-Cola is launching Topo Chico Hard Seltzer, its first foray into alcoholic beverages in nearly 40 years; the Atlanta-based soft-drink giant is teaming with Molson Coors for distribution. Additionally, Woodbury, N.Y.-based AriZona Beverages, known for its iced tea, has developed a new Sunrise Hard Seltzer for a 2021 introduction.
As portion sizes rise again after a year of social distancing, variety packs of hard seltzers are also expected to be hot this summer. White Claw is coming out with its third version of a variety pack, comprising blackberry, pineapple, mango and strawberry hard seltzers, and Constellation is set to debut a new variety pack featuring tropical flavors of Corona hard seltzer.
Underscoring the widening appeal of seltzers, some brands are amping up the alcohol content of seltzers as 2021 continues. White Claw’s version is the Surge, with 8.0% ABV in a bigger can, while Truly is coming out with Truly Extra Hard Seltzer, also 8.0% ABV and in a larger can.
Meanwhile, in the COVID-19 era and at a time of overall concern for health and wellness, Molson Coors is offering a product with a better-for-you twist. Its Vizzy line of hard seltzers claims to contain antioxidants and vitamin C from acerola cherries. For consumers seeking organic ingredients, Michelob Ultra has developed a new low-ABV organic hard seltzer that’s USDA certified organic and contains just 80 calories per can.
Hop to It
While the hard seltzer category is booming, the beer market has been impacted and reshaped by the events of the past year, mostly due to a pullback in parties and gatherings. That pullback significantly affected smaller, regional and local craft brewers that relied on traffic for sales and the ability to distribute their product at grocery stores.
Looking forward, big beer brands and craft brewers of all sizes are lining up to leverage what will likely be a much better summer for imbibing.
For example, following a prolonged period of at-home indulgence — overindulgence in some — light beers may gain a new lease on life as swimsuit season rolls around. Low-calorie beers are now available from Lagunitas, Yuengling and Goose Island, among brands. Beers with lower net carbs, like Corona Premier, along with low-carb offerings from several craft beer brewers, also appeal to drinkers seeking the lighter side of drinking.