The hard seltzer industry is on fire, and about to get crowded at the top. Bud Light Seltzer launches Monday.
Hard seltzer was the clear winner in the beverage industry last year. The beverage segment, now worth in excess of $1 billion, saw historic and unparalleled growth from coast to coast. While mega-brewery Anheuser Busch already has two seltzers in the market now – Natty Light Hard Seltzer and Bon & Viv, a Bud Light branded hard seltzer headed to market absolutely predictable.
We expected an official release and marketing blitz leading up to summer 2020, but Bud has opted to debut Bud Light Seltzer ahead of the Super Bowl. ABI has already spent millions on 4 minutes of commercials during the game, dedicated to both Bud Light and the new seltzer line as well as Michelob Ultra and Michelob Ultra Pure Gold.
Four flavors will be available on Monday – Black Cherry, Lemon Lime, Strawberry, and Mango. Each can is 100 calories and 5% alcohol by volume, but unlike Truly Hard Seltzer, Bud Light’s release has 2 grams of carbohydrates per serving. All four flavors will be available in 12-ounce cans, in a 12 can variety pack, as well as 25-ounce cans. (Think convenience store purchases.)
The category leaders at the start of 2020 are White Claw, largely own by Mark Anthony Brands, and Truly Hard Seltzer (Boston Beer Company). Pabst Blue Ribbon announced its own seltzer last year at 6% ABV, as well as Four Loko which is a whopping 12% ABV.
The hard seltzer segment grew 210% over the past year, according to Nielsen data. America’s craft brewers are releasing hard seltzers at a brisk pace too, including Avery Brewing, Schlafly Brewing, NoDa Brewing, Sockeye Brewing, and Atlanta’s Scofflaw Brewing.
All four flavors of Bud Light Seltzer should be on shelves nationally by mid-January. Now we wait to see what the Seltzer Knight looks like #FizzyFizzy.