Simply Spiked Lemonade, Molson Coors Beverage Company’s latest collab with The Coca-Cola Company, is set to hit shelves in the U.S. this June.
The flavoured malt beverage segment is growing, up 11 % in dollar sales between 2020 and 2021, according to IRI. Moreover, the lemonade-flavour subsegment is exploding, up 49 % since 2018, with more than USD 254 million in dollar sales, according to IRI.
Known for its real, high-quality juices and variety of flavours, Simply Lemonade is the nation’s best-selling refrigerated lemonade. It is found in half of American households and already is routinely used by consumers to make cocktails. Simply Spiked Lemonade products check in at 5 % alcohol by volume and are made with real fruit juice.
It will launch in variety packs of 12-ounce slim cans featuring four flavours: Signature Lemonade, Strawberry Lemonade, Watermelon Lemonade and Blueberry Lemonade. Select flavours also will be available in stand-alone 24-ounce cans.
Simply Spiked Lemonade is the latest collaboration between Molson Coors and The Coca-Cola Company, which also combined to turn Topo Chico Hard Seltzer into a top-4 hard seltzer in the U.S. market. Topo Chico Hard Seltzer went national earlier this year, and the brand recently launched Topo Chico Ranch Water Hard Seltzer and Topo Chico Margarita Hard Seltzer.
Singer and songwriter Ellie Goulding has acquired a significant stake in the premium British hard seltzer brand SERVED.
Ellie was introduced to Ryan and Dean Ginsberg, the co-founders of SERVED through mutual friends and says she “immediately fell in love with the brand – not only because it’s the best hard seltzer I’ve tasted by quite some margin, but also because this is a brand driven by care and respect for the natural world at this crucial point.”
“I’ve always enjoyed a social drink with friends, but I also lead a busy lifestyle and I am passionate about my health, fitness, and the environment. Served is a brand that allows me to have it all – a delicious and refreshing alcoholic drink without all the calories, sugar and bad stuff.”
Ellie, a global goodwill ambassador for the UN Environment Programme since 2017 adds, “We are going to take on some of the biggest brands on the planet, but do it our way. We refuse to compromise on quality nor the health of the natural world. We use ‘wonky fruit’ as an intervention on food waste, the most innovative ecological packaging materials we can think of and we will support habitats, people and animals on the frontline of the nature crisis. We will continue to be 100 % transparent. Oh, and we’ll do all this while having fun and building an awesome brand with awesome people.”
“We are thrilled to welcome Ellie as a co-owner of SERVED and excited to build a global brand alongside her. Ellie embodies everything that we stand for at SERVED, and she will be an integral part of the brand as we continue to grow” says Dean Ginsberg.
SERVED is already available in the UK with high-profile listings including Selfridges, Harvey Nichols, Planet Organic and WHSmith – and will continue to expand its retail footprint alongside significant growth in key international markets including Ireland, France and Spain. Regarding their expansion, Ginsberg continued “we are excited to be working with such great partners who share our enthusiasm and vision for the brand, and we look forward to introducing SERVED to more people up and down the country and across Europe this summer.”
SERVED is crafted in Herefordshire, where Ellie grew up, by infusing sparkling spring water with wonky fruit and pairing this with their own ServedPureTM spirit. The result is a refreshing 4 % ABV plant-based, gluten-free hard seltzer with a crisp, fresh flavour, and a touch of natural sweetness. Designed for the modern health-conscious consumer, SERVED only contains 57 calories and zero sugar.
Committed to reducing food waste and environmental impact as much as possible, SERVED Hard Seltzers are packaged in fully recyclable cans, use wonky fruit that would have otherwise gone to waste, and contain no artificial additives or sweeteners. Committed to inspiring the industry as a whole todo better, 5 % of profits from each can sold are invested towards environmental projects and saving critically endangered species around the world.
Hard seltzer brand officially launches into the hard beverage category with four electric flavours
The hard seltzer brand was first introduced to consumers in August 2020 as part of the brand’s soft launch in test markets across the U.S. The newest product to hit shelves will reflect a new, eye-catching packaging update featuring a sleek and modern design and enhanced logo based off learnings from the soft launch.
“We are thrilled to introduce a new alternative to the adult beverage world that delivers the taste our consumers are looking for while shattering the expectations of what everyone has come to expect from hard seltzer,” said CEO of Sparkling Ice Spiked, Chris Hall. “With full flavor and zero sugar, we’re confident that the new Sparkling Ice Spiked will satisfy your hard seltzer cravings and quickly become your go-to beverage for everyday entertaining, outdoor grilling, and weekend escapes.”
Along with the product launch, the team behind Sparkling Ice Spiked is also launching a nationwide sales and marketing campaign. The campaign will come to life through in-person and at-home activations, including in-store POS and holiday promotions, earned media outreach and mailers, influencer programming, targeted digital media and banner ads, paid social, and more.
Sparkling Ice Spiked variety packs are available now at select retailers across the U.S.
About Sparkling Ice Spiked™
Sparkling Ice Spiked hard seltzer is made with zero sugar and combines sparkling water, real fruit flavor, and 4 % alcohol made from cane sugar. With only 80 calories, Sparkling Ice Spiked offers a full-flavoured ready-to-drink hard selzter in four satisfying flavours: Cherry Lime Cooler, Lemonade Refresher, Ruby Fizz, and Strawberry Citrus Smash. Sparkling Ice Spiked is based in Preston, Washington, with products available at select retail locations nationwide.
The ready-to-drink cold brew coffee boom continues in 2020, proving its longevity as a category in the face of the global pandemic.
According to Allegra World Coffee Portal, cold-brew coffee generated $10.4bn US sales in 2019, achieving an exceptional 7.3 % growth. As opportunistic brands jostled for position in the chilled aisles in supermarkets around the world, innovation in the category was key to capture consumer attention.
The rise in veganism is making its mark in the RTD coffee market and we are seeing many brands introduce plant-based beverages to their portfolios alongside traditional dairy offerings. Health-conscious consumers are looking to improve their lifestyle and plant-based RTD lattes that use almond, oat, hazelnut, rice, and coconut milks are proving increasingly popular. In fact, the global demand for dairy alternatives is estimated to be over $25.5bn by the end of 2028.
With a clean and sophisticated flavour profile, plant-based RTD coffee is also reaching new audiences who are looking to dabble in a dairy-free lifestyle without committing full time.
If you add nitrogen to a cold-brew coffee, you’re rewarded with nitro coffee. Previously considered niche, nitro coffee had made its way into the mainstream as shoppers look to treat themselves to more luxurious beverages. This premium RTD offering is popular with consumers due to its creamy mouthfeel, high caffeine content and sweet flavour.
Nitro coffee is brewed, put in a keg, and then infused with nitrogen before being sold in cans in supermarkets in a variety of flavours, including caramel and vanilla.
Tapping into the provenance trend, coffee drinkers around the world are seeking our RTD coffee that has a distinct flavour profile from coffee beans connected to a single country, region, producer or even farm. This trend is changing how roasters use extracts in RTD coffees as consumers opt for lighter roasts with distinctive characteristics, sourced from specific areas of the world.
Hard RTD coffee
Like hard seltzers, hard RTD coffee offers a healthier, low calorie alternative to other alcoholic beverages on the market. These flavoured beverages marry up two of the fastest growing beverage trends in 2020, adding sugar fermented alcohol (used in hard seltzers) to RTD coffee. Hard RTD coffees are often combined with milk and flavours such as salted caramel and chocolate, to give a creamy, sweet flavour.
Functional energy drinks
Brands are repositioning RTD coffees as the beverage of choice for health-conscious shoppers who need an energy boost, dubbing them as functional energy drinks. As consumers look to switch out traditional sugar laden energy drinks for healthier energy drinks, that give them their much-needed pick me up without the white stuff, Treatt expect to see more low-calorie RTD coffees with natural flavourings and vitamins hit the market.
There’s a good reason why this trend is growing; functional energy drinks that use natural and organic ingredients are on the up, with Grandview Market Research predicting sales to reach $32 billion by 2025, which accounts for nearly 40 % of the US market.
Caffeinated fruit juice
An exciting innovation being seen in North America is caffeinated fruit juice, where fruit juice is infused with cold brew coffee. This is another arm of the functional energy drink category, tapping into the demand from health-conscious consumers. The beverages can deliver multiple benefits, including antioxidants, vitamin C, vitamin B and a wake-up kick from the caffeination. Juice flavours seen enjoying the buzz include cranberry, guava, and citrus.
Pure Piraña, developed with all-natural flavours, enters Mexican & New Zealand markets
HEINEKEN is exploring the Hard Seltzer category with the launch of Pure Piraña in Mexico and New Zealand. It will be available in a choice of up to nine different flavours, enabling HEINEKEN to test local preferences and investigate the potential of a rapidly growing category, whilst also exploring additional market introductions into this category.
Pure Piraña demonstrates HEINEKEN’s commitment to crafting new taste profiles in line with consumers’ ever- changing demands. Containing fewer than 100 calories per 330 ml can and made with all-natural flavours, the new beverage is aimed at a modern generation of consumers who are increasingly conscious of their consumption habits and lifestyle choices.
Jan Derck van Karnebeek, Chief Commercial Officer at HEINEKEN said: “Innovation is embedded in everything we do at HEINEKEN, which is why we continuously use our expertise to create new and exciting taste experiences for consumers. We are seeing more and more people look for a low-calorie alcoholic alternative and the result is the rapid growth of the Hard Seltzer category. The launch of Pure Piraña offers a way for us to meet customers’
evolving needs and explore a new growth opportunity for our business.”
Pure Piraña is a refreshing mix of carbonated pure mineral water, a dash of natural fruit flavours and contains 5 % alcohol. The result is a Hard Seltzer that is low in carbs, low in sugar, low in calories and is also vegan-friendly. Pure Piraña will initially launch in Mexico, one of HEINEKEN’s largest markets, in Grapefruit, Peach and Red Fruit flavours, and in Raspberry and Lime in New Zealand.
Pure Piraña joins HEINEKEN’s portfolio of more than 300 global and local brands.