Yuengling in 2020 launched their low-carb Flight. In 2020, the brewery launched their low-carb Flight. “Last year, we launched Blue Moon LightSky,” says Schaefer, “a flavor-forward, light beer which continues to win with drinkers who are craving something more sessionable.” “Our Brighter Days Ahead and Happy Hourglass creative shows Belgian White owning the happy hour occasion, whether that’s at a bar at 5 o’clock or at home on your own time.”Īt-home premiumization includes lighter beers. “This year, we really doubled down on how Blue Moon can bring brightness to any occasion,” says Mara Schaefer, senior marketing director for Blue Moon. Many of our Growth Brands Awards winners represent consumers spending more on quality products for at-home drinking. Like with hard seltzer, this fueled an already-growing premiumization trend in beer. “We will continue to introduce new variety packs and flavors, among other exciting products, over the course of the next year.”Īs the pandemic kept people home through difficult times, many consumers responded by treating themselves to alleviate the stress. However, for the first time this winter, High Noon will see you after hitting the slopes,” says West. “We know our consumers often enjoy High Noon seltzer under the sun, so our year-round programming will continue. “Our limited-edition Fall Flannel pack will be on shelves with brand-new flavor offerings that we’re excited about, and then our seasonal Ugly Sweater Variety Pack returns, providing fans with flavors synonymous with the holiday season.”įlavors also seem to be how brands will answer the critical question for hard seltzer: These beverages perform great in warm weather, but how about year-round?
“We’re leveraging our momentum to sustain our innovations pipeline,” says Goeler. Flavors also seem to be how hard seltzer brands will answer the critical question: These beverages perform great in warm weather, but how about year-round? The Retro Tie Dye pack will become a permanent part of the Bud Light Seltzer family. Since renamed the Retro Tie Dye pack, this “quickly gained 3.5% share of the category alone this summer, selling faster than a number of key competitor variety packs,” says Andy Goeler, VP of marketing, Bud Light. Younger LDA drinkers, especially, seek out variety.īud Light Seltzer, a Growth Brand Award winner, tapped into flavors - and the nostalgia trend - with their successful Retro Seltzer variety pack. As a broad base of consumers settle into this category, they will branch out across a wide range of options. Which is why the next key innovation in hard seltzer is flavors. “Doing so not only provides a clear separation between our premium product and the malt or sugar-based alternatives on the market, but also gives High Noon a distinctive and unique taste profile within the category. “The key differentiator that has resonated with our High Noon consumers is the fact that we are the only brand to use real vodka and a splash of real juice in our hard seltzer,” says Britt West, Gallo’s VP and GM for spirits. For instance, the Growth Brand Award-winning High Noon, from E & J Gallo. One reason why is that consumers have embraced premiumization in the category.