Page 44 - Beverage Master_DecJan2022
P. 44
International News
Celebrity Endorsement among the most recent firms to venture into the
European market with the Pure Pirana hard selt-
Earlier this year, in March, the same hard seltzer zer, a brand under Heineken. Pure Pirana launched
brand boosted its Cacti Agave spiked seltzer new successfully in New Zealand and Mexico. The suc-
arrival alongside influential rapper Travis Scott cessful launch made it possible for Heineken to
which saw furious demand. When a Grammy’s be optimistic about a breakthrough in Europe. It’s
ad spot dropped the line of a Merch to promote anticipated that the drink will make it to broader
Scott’s endorsement featuring American comedian, markets in the UK and Scandinavia in 2022.
Eric Andre; DRINKCACTI’S website claimed to have
sold out its inventory in 12 hours before even the Despite tariff challenges, hard seltzers are mak-
airing debuted. ing their way into Africa, with some brands being
found locally to overcome the tariff challenges and
More Brands on the Market international brands making their way to African
markets. South Africa is an excellent example as the
The brand seltzer market has expanded, allowing hard seltzer culture is on the rise in the country.
several major brands into action. This includes Beer
brands such as; Michelob Ultra Bud Light, Pabst Best-selling Hard Seltzer Brands
Blue Ribbon, Jose Cuervo Smirnoff spirit manufac- From Around the World
turers.
White Claw: If you plan on giving
Forbes on 18th March reported the launching of hard seltzers a shot, then White
Topo Chico, a boozy version of Coca-Cola’s spar- claw is among the best brands to try.
kling mineral water. The company taped Molson Consistently owns more than half the
Coors Beverage Corporation as its official manu- market though struggles to keep up
facturing, marketing, and distribution partner in with demand. A study by T4 shows
September 2019. The senior marketing director, it had a 58% US hard seltzer market
Matt Escalante, defined the beverage as a modern share in 2019.
take on refreshment that brings a whole new char-
acter to a red-hot’s. Truly Hard Seltzer: Truly hard seltzer
holds 26% US hard seltzer market
How is Hard Seltzer Made? share. The brand was launched in
2016 by Mark Anthony Brands, the
For hard seltzer typically comes from straight-up same company in ownership of Mike’s
fermented cane sugar. It could also come from hard lemonade brand. Its popularity
malted barley, although technically, that would increased so much that in 2019, Mark
make it a flavored malt beverage like Smirnoff Ice. Anthony brands had to limit distributor
Like with every alcoholic beverage, the fermen- allocations due to a nationwide short-
tation process, including your favorite bottle of age. Despite this, its market share grew in 2019.
champagne, is the secret to its boozy character.
Yeast breaks down sugars present resulting in the Truly Extra: If you are not a fan of low
formation of alcohol. The sugars in making whiskey, alcohol content servings, Truly ele-
for instance, originate from wheat harvested to vated the game for you already. Truly
be used in brewing. Hard seltzer is made from fer- hard seltzer introduced Truly extra,
mented cane sugar in its purest form. Hard seltzer a higher alcohol content hard seltzer
can also be made from malted barley; however, it is launched in 2016 under the brand
a flavored malt beverage similar to Smirnoff Ice. name Truly Spiked and Sparkling,
owned by Boston Beer Company, the
What Countries are Making Hard Seltzer? owner of Sam Adams. Its market share
has decreased since its initial. However, its sales
Hard seltzer has gained impeccable success in the are rapidly increasing due to the fast-growing hard
US and Canada. The drink is also being adopted in seltzer market.
other primarily English-speaking countries, majorly
in Europe, gaining massive popularity. Heineken is Truly and white claw still dominate the market as
42 December - January 2022 BEVERAGE MASTER
BM1201222 Main Pages.indd 42 11/19/21 1:53 PM
