Lipton Enters the Alcohol Category with 'Lipton Hard Iced Tea'
Niko Pajkovic — October 5, 2022 — Lifestyle
References: lipton & thedrinksbusiness
Lipton, a British tea brand owned by Pepsi, is officially set to launch its first-ever alcoholic beverage range called 'Lipton Hard Iced Tea. '
The new line of hard teas arrives via a collaboration between PepsiCo’s Blue Cloud Distribution and FIFCO USA. All of the offerings included in the portfolio will be made using malt and will be marketed as the ideal summertime sipper. According to the company, the Lipton Hard Iced Tea line will launch with four flavor variations, including Lemon, Peach, Strawberry, and Half and Half.
“Our FIFCO USA product development team stayed true to Lipton’s high quality and great taste. And based on our consumer research, we expect a strong brand launch and great response from consumers," said CEO Piotr Jurjewicz.
Image Credit: Lipton
The new line of hard teas arrives via a collaboration between PepsiCo’s Blue Cloud Distribution and FIFCO USA. All of the offerings included in the portfolio will be made using malt and will be marketed as the ideal summertime sipper. According to the company, the Lipton Hard Iced Tea line will launch with four flavor variations, including Lemon, Peach, Strawberry, and Half and Half.
“Our FIFCO USA product development team stayed true to Lipton’s high quality and great taste. And based on our consumer research, we expect a strong brand launch and great response from consumers," said CEO Piotr Jurjewicz.
Image Credit: Lipton
Trend Themes
1. Alcoholic Tea - There is a growing trend for non-alcoholic beverage brands to enter the alcoholic drink market with flavors that appeal to a younger generation.
2. Hard Seltzer Alternatives - Hard tea beverages are a disruptive product in the beverage industry, allowing consumers to choose from a wider range of flavorful alcoholic beverages.
3. Summer Beverages - Hard malt tea offers a refreshing alternative to traditional summer drinks, with new flavors and combinations giving consumers more choice for summertime sipping.
Industry Implications
1. Non-alcoholic Beverages - By expanding into the alcoholic drink category non-alcoholic beverages can tap into a new market and increase revenue streams.
2. Alcoholic Beverage - Alcoholic beverage companies can consider introducing hard tea products into their portfolios as a way to expand their range of flavors and increase their market share.
3. Food Retail - Supermarkets can consider adding hard malt teas to their summer drink selection as a way of offering greater choice and diversity to their customers.
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