Hard seltzer was the light, session-worthy beverage star of summer 2020. But it didn't stop there; alcohol companies have kept the momentum going well into winter. With a growing abundance of hard seltzer varieties, the key for a brand's success is setting itself apart in a crowded space. Thus, we are seeing lots of interesting new concepts debut in the hard seltzer category.
The Bud Light Sweater Variety Pack is making a splash in the hard seltzer space. Packaged to emulate an ugly Christmas sweater and offering unique seasonal flavors like peppermint patty and ginger snap, it’s enough to intrigue curious consumers. Vive Seltzer offers variety packs of seltzers with common fruit flavors, but the brand has stepped into the season with a limited edition Apple Cinnamon flavor.Arctic Chill puts a cheeky spin on seltzer with the SFW/NSFW pack. It includes six cans of Polar sparkling seltzer water for the day (safe for work), and a six cans of Arctic Chill hard seltzer for when the time comes to reach for something a little harder (not safe for work). The Ska Brewing “Party Pack” features seltzers with unique cocktail themed flavors like Paloma, Piña Colada, and Pomegranate Mojito. This blurs the line between canned cocktails and seltzers across the category.The classic and beloved Topo Chico Seltzer will soon have a booze infused counterpart, marking the first foray into hard seltzers for Coca Cola. According to Forbes, “the soda giant has signed an exclusive agreement with Molson Coors to ‘manufacture, market and distribute’ Topo Chico Hard Seltzer in the U.S. beginning in early 2021.”While hard seltzer started as a beverage that pairs best with sunshine and pool floats, it's evolving into an easy drinking go-to for any occasion, all year round.