The Kopparberg Hard Seltzer Range Includes Three Flavors
Michael Hemsworth — May 17, 2020 — Marketing
References: kopparberg & foodbev
Seltzer-based cocktails are surging in popularity as consumers seek out lighter cocktail options, which is seeing brands respond with new varieties like the Kopparberg Hard Seltzer range. The canned cocktails were announced by the UK-based brand just in time for warm weather and will be available at the end of May for consumers to pick up for enjoyment indoors or out. The drinks come in three flavor options including Black Cherry, Mixed Berries and Passionfruit, which are all just 93 calories per serving with no gluten or carbs in the mix.
Head of Marketing at Kopparberg Rob Salvesen spoke on the new Kopparberg Hard Seltzer range saying, "As Kopparberg continues to diversify its portfolio by leveraging its position in the market as experts in premium fruit refreshment, the brand needs to evolve with consumer trends and tastes. Kopparberg is here to redefine the Hard Seltzer by putting flavor front and centre and we wanted to give consumers the refreshing, fruity flavor they’ve come to expect from Kopparberg, whilst delivering all the clean, low calorie promises of a Hard Seltzer. Hard seltzers are already the youth generations drink of choice in the states and we wanted to make sure Kopparberg lends its big-brand credentials and flavor expertise to the category as hard seltzers land on our shores. Wherever we are this summer, Kopparberg Hard Seltzer is here to offer up something different, and, true to our brand values, there is no subtlety and absolutely no compromise on taste.”
Head of Marketing at Kopparberg Rob Salvesen spoke on the new Kopparberg Hard Seltzer range saying, "As Kopparberg continues to diversify its portfolio by leveraging its position in the market as experts in premium fruit refreshment, the brand needs to evolve with consumer trends and tastes. Kopparberg is here to redefine the Hard Seltzer by putting flavor front and centre and we wanted to give consumers the refreshing, fruity flavor they’ve come to expect from Kopparberg, whilst delivering all the clean, low calorie promises of a Hard Seltzer. Hard seltzers are already the youth generations drink of choice in the states and we wanted to make sure Kopparberg lends its big-brand credentials and flavor expertise to the category as hard seltzers land on our shores. Wherever we are this summer, Kopparberg Hard Seltzer is here to offer up something different, and, true to our brand values, there is no subtlety and absolutely no compromise on taste.”
Trend Themes
1. Seltzer-based Cocktails - Seltzer-based cocktails are gaining popularity as consumers seek lighter options, creating opportunities for new innovations in pre-mixed canned cocktails.
2. Hard Seltzer Trends - As hard seltzers become more popular, beverage companies are expanding their product lines with new flavors and offerings to stay ahead of consumer trends.
3. Health-conscious Consumers - Consumers' increasing interest in low-calorie and gluten-free drinks is driving demand for healthier alternatives to traditional cocktails, presenting opportunities for new product development and marketing.
Industry Implications
1. Beverage Industry - The beverage industry has opportunities to innovate and expand their product lines to meet growing demand for healthier, low-calorie options, such as hard seltzers and pre-mixed canned cocktails.
2. Alcohol Industry - The alcohol industry can innovate by introducing new low-calorie, gluten-free options to cater to health-conscious consumers' evolving tastes and preferences, such as hard seltzers and flavored canned cocktails.
3. Hospitality Industry - The hospitality industry can capitalize on the popularity of hard seltzers and pre-mixed canned cocktails by offering these options on menus, catering to the growing demand for healthier and lighter alcoholic beverage options.
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