“We’re very thoughtful in selecting and approving the use of our trademarks on beverage alcohol products, and the success of these products is a testament to that process,” said White. That inspired Coca-Cola to make spiked Simply juices as well as a canned Jack and Coke in partnership with Jack Daniel’s Tennessee Whiskey and Brown-Forman. It also “widened the potential consumer base outside of beer,” said Adam Rogers, research director at IWSR Drinks Market Analysis, adding that brands sought to cater to a new market of drinkers who craved alcoholic drinks that masked the taste of alcohol. Spiked seltzer’s success “opened a door and had a renaissance for ready-to-drink alcoholic beverages,” said Bryant. When that market became saturated and sales began declining, alcohol brands once again needed a new source of growth. When more beer brands started to see that hard seltzers were taking a bite out of their market shares, they began producing their own alcoholic seltzers. It’s been one of Coca-Cola’s most successful hard beverage launches to date, Dan White, chief of new revenue streams at Coca-Cola, told CNN. Clary/AFP/Getty ImagesĬoca-Cola took advantage of the trend and created its own hard seltzer version of Topo Chico in partnership with Coors, which hit shelves in 2021. White Claw was among the first beverage companies to recognize the changing consumer tastes in the alcohol market. In fact, their products were in such high demand at one point that there were shortages. Brands like White Claw and Truly Hard Seltzer took advantage of the trend by pre-mixing and bottling low-calorie seltzer with liquor, creating a sweet spot in the market with drinks that have comparable alcohol percentages by volume to beer. It didn’t seem worth the time and money when people would just turn to beer.īut around 2016, beer sales started flagging, while seltzer and liquor sales were growing. And on top of that, they’d have to comply with a complicated legal landscape in the United States where laws for selling alcoholic beverages vary by state. There was also a “perception that a non-alcoholic brand becoming associated with alcohol would damage or harm the brand in some way,” said Caleb Bryant, associate director of food and drink reports at Mintel, a market research firm. “So, bringing that into the ready-to-drink space was a no-brainer,” she added.īut it took some time for brands like Simply, which is owned by Coca-Cola, to reach that realization.įor decades, it was “generally frowned upon” for non-alcoholic beverage brands to enter the alcoholic beverage market, Stanford said. “Consumers are already using the non-alcoholic Simply brand as part of their mixology regimen,” Jamie Wideman, vice president of innovation at Molson Coors, told CNN ahead of the company’s Simply Spiked Lemonade launch last year. But until recently if you wanted, for instance, a vodka and cranberry you’d have to purchase a bottle of vodka and some cranberry juice separately to mix it yourself.īrands recognized that this was happening with their non-alcoholic beverages all the time, said Stanford. Spiked beverages have been around for a while. ![]() ![]() We’re really at the very beginning,” said Duane Stanford, editor of Beverage Digest, an industry trade publication. ![]() Casey Brooke Lawson/AP Images for HARD MTN DEW Nowadays, just about every non-alcoholic drink has an alcohol-infused twin.
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