The AriZona SunRise Hard Seltzer is Gluten-Free and Low in Carbs
Michael Hemsworth — October 22, 2020 — Marketing
References: drinkarizona & foodbev
The AriZona SunRise Hard Seltzer is a new refreshment created by the Heineken USA and AriZona Beverages affiliate Hornell Brewing Company to offer consumers in the US an alternative to existing seltzer-based cocktails on the market. The drink is a spiked sparkling water refreshment that features a splash of real fruit in the mix to help add a burst of additional flavor and color. The drinks come in four flavor options including Cherry, Mango, Grapefruit and Lemon, and feature an ABV of 4.6%.
SVP and Chief Marketing Officer at Heineken USA Jonnie Cahill explained the new AriZona SunRise Hard Seltzer further saying, "Most of the current hard seltzers on the market are clear, with similar flavor profiles, so we jointly saw an opportunity to add a splash of fruit to the category as we know consumers are looking for real ingredients and great taste, and retailers are looking for new ways to maximize sales and profits. We also believe AriZona SunRise Hard Seltzer is about broadening the appeal of seltzer. The current hard seltzers on the market have similar positioning and we wanted to offer a range of tastes to appeal to a wide array of people.”
SVP and Chief Marketing Officer at Heineken USA Jonnie Cahill explained the new AriZona SunRise Hard Seltzer further saying, "Most of the current hard seltzers on the market are clear, with similar flavor profiles, so we jointly saw an opportunity to add a splash of fruit to the category as we know consumers are looking for real ingredients and great taste, and retailers are looking for new ways to maximize sales and profits. We also believe AriZona SunRise Hard Seltzer is about broadening the appeal of seltzer. The current hard seltzers on the market have similar positioning and we wanted to offer a range of tastes to appeal to a wide array of people.”
Trend Themes
1. Fruit-infused Hard Seltzers - The trend of fruit-infused alcoholic seltzers is on the rise, providing opportunities for innovation in flavor combinations and targeting health-conscious consumers.
2. Real Ingredient Beverages - Consumers are showing a preference for drinks made with real ingredients, such as those in the AriZona SunRise Hard Seltzer, leading to opportunities for companies to market and innovate with natural and authentic ingredients.
3. Expansion of Seltzer Market - The popularity of hard seltzers and the introduction of fruit-infused flavors will likely lead to continued growth and diversification of the seltzer-based alcohol market.
Industry Implications
1. Alcohol - The fruit-infused hard seltzer trend presents an opportunity for alcoholic beverage companies to create innovative products that cater to health-conscious consumers looking for low calorie and low carb options.
2. Beverage - The use of real ingredients and fruit infusions in beverages has become increasingly popular, leading to opportunities for companies to market their products as authentic and natural.
3. Retail - Retailers can take advantage of the trend of real ingredient drinks, like the AriZona SunRise Hard Seltzer, to attract consumers looking for unique and healthy beverage options.
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