The ‘hard seltzer’ is a drink that triumphs among the ‘millenials’ in the United States and United Kingdom. The latest data support this. It is made on a base of natural sparkling water to which is added an infusion of natural fermented fruit and has a low alcohol content. A category whose value in the United States is estimated to move around 2,100 million dollars (1,731 million euros), according to the report on ‘hard seltzer’ 2019 IWSR Drinks Market Analysis,.
“The success of this brand since launch has been nothing short of incredible. I’ve been in the beer business for about 20 years, and this is the best brand launch I’ve ever seen,” says Davis, chain sales manager at the Molson Coors Beverage Company facility.
In Texas, where it jumped to a 20 share in its first week, Topo Chico Hard Seltzer, which Molson Coors produces, distributes and markets as part of a brand licensing agreement with The Coca-Cola Company, has kept the momentum going, gaining 9 shares year-to-date through the week ended Dec. 5, according to data from multiple IRI outlets and convenience stores.
“In Texas, seltzer is a big cult product. Once consumers started hearing about Topo Chico Hard Seltzer, the excitement started to build,” says Jill Newman, director of branding and imports for Andrews Distributing in Fort Worth. “We had retailers putting multiple displays on the floor, multiple pallets on an individual account. And in many cases, we actually had to limit our order quantities over the summer to supply all of our accounts with enough inventory,” he adds.
In Colorado, he’s earned a 5.6 share, in Oklahoma, a 4.4. Share. In hyper-competitive Chicago, he has posted a 3.6 share. And nationally, it has a share of 2 despite being available in less than a third of the country.
Based on its early results, Molson Coors believes it can be one of the top three hard seltzer. In addition, Topo Chico Hard Seltzer has worked to differentiate itself from its competitors through character-filled marketing with unique flavors like strawberry guava and exotic pineapple, Bremerkamp says. “That has generated positive consumer response on social media, even in markets where people aren’t familiar with mineral water. People want flavor and taste, and Topo Chico Hard Seltzer offers that,” he adds.
With the impending release in the rest of the U.S., Topo Chico Hard Seltzer has been kept busy. In addition, it is studying the launch of new varieties, including a margarita flavour in 2022, and next summer it will make the leap to the Canadian market as well.
