Inspired by consumers combining Jumex fruit nectars with alcohol, Grupo Jumex and AriZona Beverages Company teamed up to launch Jumex Hard, a malt-based hard nectar in a can. Available in bold, refreshing fruit flavors like Mango, Guava, Strawberry and Pineapple-Coconut, Jumex Hard saves convenience-focused consumers the hassle of mixing.
The rise of hard beverages, especially hard juices, reflects adults' desire for the sweetness of juicy fruit flavors combined with a touch of alcohol, offering a refreshing and enjoyable way to unwind without sacrificing taste. Across the board, the introductory Jumex Hard lineup comes in at 5% ABV, offering an alternative to hard teas, hard sodas and hard lemonade that still delivers the vibrant, refreshing flavors consumers crave to quench their thirst on the go.
Malt-Based Hard Nectars
Jumex Hard Responds to Consumers' Mixing Jumex Fruit Nectars with Alcohol
Trend Themes
1. Fruit-infused Alcopops - Malt-based hard nectars blend alcohol with bold fruit flavors, creating a new category of sweet, refreshing alcoholic beverages.
2. Convenience-focused Mixology - Ready-to-drink fruit nectars with alcohol offer a convenient solution for consumers who enjoy mixed drinks without the prep.
3. Alternative Hard Beverages - Malt-based fruit nectars provide a variety of options for those seeking alternatives to the traditional hard teas, sodas, and lemonades.
Industry Implications
1. Alcoholic Beverages - The introduction of hard fruit nectars capitalizes on emerging consumer interest in diverse, flavorful alcoholic drink options.
2. Convenience Foods and Drinks - Products like Jumex Hard cater to a market seeking quick and easy solutions without compromising on flavor or enjoyment.
3. Non-alcoholic Beverage Crossovers - The trend of combining fruit nectars with alcohol showcases potential for non-alcoholic beverage brands to branch into the alcoholic sector.