Primer Launches with Variety Pack Featuring 3 ABV Options
Anthony Spina and Matt Sievers – who’ve worked on brands such as Mark Anthony Brands’ White Claw and Mike’s Hard Lemonade and Pabst Blue Ribbon – have launched their own endeavor: Primer Electrolyte Charged Hard Seltzers.
The new hard seltzer is available in single-flavor 9-packs (Black Cherry or Mango), each pack with a variety of ABV options (three at 0% ABV, three at 5% ABV and three at 8% ABV). The sugar-based seltzers have 2g of sugar per serving, and range from 20 to 180 calories, depending on the ABV.
More than half of consumers (58%) “switch between full strength and no/low ABV (alcohol by volume) drinks during the same occasion,” while three-in-four non-alcoholic beverage buyers (78%) “are also purchasing alcoholic beer, wine or spirits,” Primer said in a press release, citing 2021 data from market research firms IWSR and NielsenIQ.
“Mix in a pandemic society focused on reexamining its personal relationship with alcohol and you have a once-in-a-lifetime window of opportunity, based on both street-level insights and backed by data,” the company wrote. “The Primer drinking experience is fully customizable, giving drinkers the chance to mix and match their own choices.”
Primer launched in Wisconsin with General Beverage and Illinois with Heartland Beverage, and is available in retailers such as Woodmans, Total Wine and Berkot’s, as well as through e-commerce convenience delivery platform Gopuff.
Primer has also launched an equity crowdfunding campaign on WeFunder, with a minimum investment of $250. At press time, the campaign has raised $237,450 from 14 investors.
“As Gen Z and society as a whole continues to shift the way that they actually engage with drinking, we saw an opportunity to really shift the foundation of how people engage with drinking as a whole,” Spina said in the campaign’s promotional video. “Primer Electrolyte Charged Hard Seltzer fits the needs of an evolving drinking society and we are honored to bring something new to market to share with you, via WeFunder.”
Original New York Seltzer Partners with BrewDog on Hard Seltzer
Original New York Hard Seltzer hit shelves last month, four months after the non-alcoholic seltzer brand announced a partnership with BrewDog USA on a hard version of the 1980s-themed seltzer.
Los Angeles-based Original New York Seltzer (ONYS) was founded in 1981 and relaunched in 2015 after a 20-year hiatus. In November, ONYS said BrewDog would produce an alcoholic version of the brand.
The new line of 5.5% ABV sugar-based hard seltzers is available in four flavors: Black Cherry, Blueberry, Peach and Raspberry. Each can is 130 calories with 5g of sugar, and is gluten free.
“As one of the first popular seltzer brands in the United States, we’re excited to invite other seltzer brands to ‘eat our shorts,’ and give drinkers everywhere a classic with a spin and a side of nostalgia,” Ryan Marsh, ONYS president, said in a press release. “We revolutionized the soft drink industry in the ’80s and are hoping to do the same with the hard seltzer industry today.”
Variety 12-packs of the hard seltzer are available at select distributors and retailers, and direct-to-consumers in Kentucky, Nebraska, New Hampshire, Ohio, Oregon, Pennsylvania, Virginia, Vermont and Washington, D.C., through BrewDog’s website, a spokesperson told Brewbound.
Braxton Brewing Launches New Beyond Beer Offering, Birdie
Covington, Kentucky-based Braxton Brewing Company’s new beyond beer offering Birdie, launching April 9, aims to “excite both beer and hard seltzer drinkers alike.”
The 5% ABV “canned hard seltzer cocktail” mixes Concord grape juice and citrus notes with “a hard seltzer base” to create a “lightly carbonated beverage that makes most drinkers wonder if it’s even a seltzer,” the company said in its release. The new offering will be available in 12 oz. 12-packs (suggested retail price $16.99) in Braxton’s taprooms, online and in Kroger stores in Northern Kentucky and Cincinnati and Dayton, Ohio.
“With Birdie, we took the approach of creating our own flavor profile and unique approach that sits between hard seltzers and canned cocktails,” Jake Rouse, Braxton co-founder and CEO, said in a press release. “The result is a uniquely refreshing one-of-a-kind drink that customers will enjoy.”
The brewery is celebrating the launch with “The Birdie Open,” a putt-putt tournament at its Cincinnati Taprom, in honor of the Masters Tournament.
Braxton’s beyond beer offerings include VIVE Hard Seltzer (launched in 2019) and VIVE Punch Hard Seltzer (launched in 2021).
A-B Releases New Michelob Ultra Organic Seltzer Collection with Coconut Water
Anheuser-Busch InBev launched the Essential Collection, a new line of Michelob Ultra Organic Seltzers this week.
Available in four flavors – Blueberry Watermelon, Strawberry Guava, Berry Hibiscus and Kiwi Lime – the Essential Collection blends organic coconut water and real fruit juice into the hard seltzer, “taking your taste buds on a tropical vacation,” according to a spokesperson.
Each 4% ABV slim can is 90 calories with zero grams of sugar, available in 12 oz. variety 12-packs. This is the third collection for the hard seltzer brand, joining the Signature Collection (Cucumber Lime, Watermelon Strawberry, Spicy Pineapple and Peach Pear) and the Classic Collection (Citrus, Black Cherry, Mango Apricot and Mixed Berry).
Dos Equis Ranch Water Hard Seltzer Now Available Nationwide; Adds New Variety Pack
Heineken is expanding its Dos Equis Ranch Water Hard Seltzer line with new flavors and nationwide distribution.
The variety 12-pack features the brand’s original Classic Lime flavor (4.5% ABV, 90 calories) and three new flavors (4.5% ABV, 100 calories): Blood Orange, Mango and Spicy Grapefruit.
The sugar-based hard seltzer launched in Texas in early 2021 in 6-packs and expanded to Arizona, New Mexico, Colorado, California, Nevada, Louisiana, Oklahoma, New York, New Jersey and Massachusetts in September.
Constellation Brands Launches Tea-Infused Svedka RTDs
Constellation Brands has launched Svedka Tropics Tea Spritz, a line of spirits-based, tea-infused hard seltzers.
Available in three flavors – Raspberry Kiwi, Orange Mango and Pineapple Guava – the 5% ABV vodka-based offerings combine black or green tea with sparkling water and natural fruit flavors. The line is available in a variety 8-pack (four Pineapple Guava, two Raspberry Kiwi and two Orange Mango) with a suggested retail price (SRP) of $19.99, as well as single-flavor 4-packs (SRP $12.99).
“With our new Vodka Tea Spritz, Svedka Tropics is filling the consumer need for a different type of spirits-based hard seltzer,” Billy Lagor, Svedka senior VP of Brand Management, said in a press release. “With real ingredients and a lower ABV, Svedka Tropics provides a depth of flavor and a unique taste experience that sets it apart from other hard seltzers.”
Svedka launched its first vodka soda RTDs in July with three flavors: Mango Pineapple, Strawberry Lemonade, and Black Cherry Lime.
Hard Rock and Stewart’s Launch Hard Rock RTDs
Hard Rock International is continuing its partnership with Lincroft, New Jersey-based Stewart’s Enterprises to launch Hard Rock ready-to-drink canned cocktails (RTDs).
The 8% ABV spirits-based RTDs are offered in three flavors: Margarita (blue agave spirit with lime juice); Moscow Mule (vodka, ginger and lime); and Mojito (white rum, cane sugar and lime). Each flavor is available in a 12 oz. single-flavor 4-packs with a suggested retail price of $12.99, or variety 6-pack for $19.99.
This is the second brand licensing partnership between the two companies. In June 2021, they partnered to release Hard Rock Hard Seltzers. Through the partnership, Stewart’s owns the rights to manufacture and distribute Hard Rock’s bev-alc products.
“Hard Rock Hard Seltzers got off to a great start last year and are sold in stores such as 7-Eleven, Circle K, and Total Wine,” Tony Gaines, Stewart’s Enterprises CEO, said in a press release. “Both the seltzers and the RTDs were served at events surrounding Super Bowl LIV and people loved them.”
In February 2021, Stewart’s Enterprises acquired the brand, trademarks and intellectual property for “all Stewart’s retail products other than non-alcoholic sodas,” according to the company’s LinkedIn. Last year it launched Stewart’s Spiked Seltzer, and plans to launch Stewart’s Spiked Soda in Q2 2022.
Cayman Jack Launches Margarita Variety Pack
Mark Anthony Brands is expanding its Cayman Jack margaritas line with the new Cayman Jack Margarita Variety Pack.
The variety 12-pack features its original 5% ABV Margarita flavor, plus three new malt-based flavors – Margarita, Strawberry, Mango and Watermelon – in 12 oz. slim cans.
Cayman Jack launched its first variety pack last year featuring four malt-based cocktails: Margarita, Moscow Mule, Cuban Mojito and Paloma. The SKU was the No. 1 RTD 12-pack innovation in IRI-tracked channels (multi-outlet plus convenience) for the 52-week period ending March 13, according to the release. Volume sales for the Cayman Jack brand in tracked channels increased +50% in the 52-week period ending December 26.
Flying Embers Releases Orange Passion Mimosa
Ojai, California-based Flying Embers launched Orange Passion Mimosa, a new hard kombucha flavor inspired by the classic brunch cocktail.
The 6.9% ABV hard kombucha mixes notes of citrus, passionfruit and guava with “natural tangy kombucha” creating an “elevated tropical twist” to a mimosa “while nixing the sugar,” according to a press release.
The offering is available in a 6-pack with a suggested retail price of $16.99, and at Flying Embers taprooms in Los Angeles and Boston.