down to taste .”
Which is why the next key innovation in hard seltzer is flavors . As a broad base of consumers settle into this category , they will branch out across a wide range of options . Younger LDA drinkers , especially , seek out variety .
Bud Light Seltzer , a Growth Brand Award winner , tapped into flavors — and the nostalgia trend — with their successful Retro Seltzer variety pack . 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 .
The Retro Tie Dye pack will become a permanent part of the Bud Light Seltzer family . Additional flavors are planned .
“ We ’ re leveraging our momentum to sustain our innovations pipeline ,” says Goeler . “ 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 .”
Flavors 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 know our consumers often enjoy High Noon seltzer under the sun , so our year-round programming will continue . However , for the first time this winter , High Noon will see you after hitting the slopes ,” says West . “ We will continue to introduce new variety packs and flavors , among other exciting products , over the course of the next year .”
Yuengling this year launched Flight , an upscale , low-cal option .
The 2021 lineup of Goose Island Bourbon
County Stout
CONSUMERS TREAT THEMSELVES As the pandemic kept people home through difficult times , many consumers responded by treating themselves to alleviate the stress . Like with hard seltzer , this fueled an already-growing premiumization trend in beer . Many of our Growth Brands Awards winners represent consumers spending more on quality products for at-home drinking .
“ 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 . “ 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 .” At-home premiumization includes lighter beers . “ 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 .”
Yuengling took a similar tack . In 2020 , the brewery launched their low-carb Flight .
“ When formulating our brand Flight , we heard consumers ’ growing desire for a beer with lower carbs and calories ,” says Jennifer Yuengling , sixth-generation brewery leader . “ We saw this as a chance to deliver our own interpretation of an upscale light beer , with better taste and stats that ’ s a step up from mainstream beers .”
Blue Moon Belgian White continues to attract consumers .
Yuengling continues to expand . This past year they formed a joint venture with Molson Coors Beverage Company . “ This longterm partnership gives our company the opportunity to remain fiercely independent and family-owned , while continuing to expand our portfolio of iconic American beers to more markets beyond our current 22-state footprint ,” Yuengling says .
Growing , Yuengling now distributes in Texas for the first time . “ We also broke ground in November 2020 on the revitalization of our Tampa brewery campus , with the goal of creating a first-class beer and entertainment destination for consumers ,” says Yuengling .
In terms of premiumization , how better to treat yourself than with a high-end stout ? Goose Island continues to lead this trend with their pioneering , Growth Brand Award-winning Bourbon
County Stout series .
“ The team at Goose Island works year-round to create the best beer possible , while innovating each season to release new variants of Bourbon County Stout ,” says Goose Island Beer Co . President Todd Ahsmann . “ These variants are created from the base imperial stout of Bourbon County Stout and then our brewers add in adjuncts or ingredients , to help bring out some of the natural flavors in the beer ( vanilla , coconut , oak ) and impart new flavors ( local honey , cherries grown from regional farms , orange peel , etc .) into the base beer .”
www . beveragedynamics . com September / October 2021 • Beverage Dynamics 13