New Belgium is out here makin’ news, and just like recording star Lizzo, it can all be blamed on the juice.
The Fort Collins, Colorado-based brewery has launched Wild Nectar Hard Juice in four markets: Colorado, North Carolina, Illinois and Pennsylvania. The 5% ABV, gluten-free hard juice is “slightly sweet and lightly carbonated” with a “subtle viscosity and pulpiness,” the Kirin-owned company said in a press release.
New Belgium recommends drinkers turn cans upside down prior to pouring to “evenly distribute the pulp,” which may settle during shipment. Sample cans of Wild Nectar list Waunakee, Wisconsin-based contract brewery Octopi Brewing as the product’s manufacturer in partnership with New Belgium.
“Consumers are looking for more options in the hard beverage space, so we created an exciting new product in this new category that delivers a unique flavor experience,” brand manager Jared Spagnola said in the release. “Wild Nectar is incredibly easy drinking without sacrificing on big, fresh fruit flavor.”
Wild Nectar is available in Passionfruit Lime, Strawberry Guava, and Passionfruit Mango Orange. Each 12 oz. slim can contains 130 calories or fewer and 1 gram of sugar. Strawberry Guava and Passionfruit Lime are available in 8-packs, while Passionfruit Mango Orange is available in 4-packs.
“With Wild Nectar we’re providing an option for drinkers looking for a full-flavor, fruit-forward alcoholic beverage that doesn’t sacrifice refreshment by adding flavor,” a spokesperson told Brewbound.
The new offering occupies a fuzzy space in the beer category that’s becoming popular with producers: fruit-forward drinks with similar attributes to hard seltzer but aren’t labeled as such.
Last year, Molson Coors launched Simply Spiked, a line of hard fruited lemonades produced under a license agreement with Coca-Cola, which owns the Simply juice brand. Since its June 2022, launch, the Simply Spiked variety pack has reached $67 million in off-premise sales at multi-outlet grocery and convenience stores through February 26, according to market research firm Circana.
Similarly, Boston Beer is rolling out Jim Beam Kentucky Coolers flavored malt beverage (FMB) through its JV with Beam Suntory, which are available in Strawberry Punch, Citrus Punch, Black Cherry Lemonade, and Sweet Tea Lemonade. The FMBs are 5% ABV and have 120 calories.
Last week, Constellation Brands revealed it would be reimagining its Corona Refresca FMB brand as a hard tropical punch.
Drinkers’ interest in lighter-flavored hard seltzers has waned, as evidenced by the segment’s double-digit declines in both off-premise dollar sales and case volume in the 52 weeks ending February 26 compared to the same period the prior year, according to Circana.
In the same period, FMBs’ dollar sales have increased +17.4%, to $3.8 billion. The segment’s case volume has increased +10.4%.
FMBs have also gained nearly as much share (+1.13%, to 8.5% of all beer category dollars) as hard seltzers have lost (-1.39%, to 8.91%) in the most recent 52-week period.
Year-to-date through February 26, FMBs’ dollar sales and volume gains have accelerated (+21.5% and +13.7%, respectively), and the segment has overtaken hard seltzer in dollar share. FMBs accounted for 8.54% of all beer category dollars YTD through last month, while hard seltzers made up 7.59%, according to Circana.
Kirin-owned Lion Little World Beverages, New Belgium’s parent company, is the eighth largest beer category vendor at off-premise retailers year-to-date through February 26, with increases in both dollar sales (+14.9%) and case volume (+8.8%).