The Moskovskaya Street Hard Seltzer Comes in Two Flavors
Michael Hemsworth — February 2, 2021 — Marketing
The Moskovskaya Street hard seltzer is a new offering from the Amber Beverage Group (ABG) to offer consumers a premium refreshment that is inspired by the Moscow Mule cocktail. The drinks come in two flavor options including Moskovskaya Pink Soda with Raspberry & Lime and Moskovskaya Osobaya Vodka with Ginger & Mint. The drinks each have a 4.5% ABV and are positioned to meet demand for ready-to-drink cocktails that are perfect for at-home enjoyment.
Global Brand Manager of Moskovskaya Vodka Felicity Gransden spoke on the new Moskovskaya Street hard seltzers saying, "There have been several takes on this trend from experimenting with the flavors, alcohol base and level, number of calories, design and other aspects, and as a historical vodka brand we wanted to create an exciting new option that is an authentic yet modern experience for the Moskovskaya consumer."
Global Brand Manager of Moskovskaya Vodka Felicity Gransden spoke on the new Moskovskaya Street hard seltzers saying, "There have been several takes on this trend from experimenting with the flavors, alcohol base and level, number of calories, design and other aspects, and as a historical vodka brand we wanted to create an exciting new option that is an authentic yet modern experience for the Moskovskaya consumer."
Trend Themes
1. Moscow Mule-inspired Hard Seltzers - The growing trend of hard seltzers inspired by classic cocktails creates opportunities for new flavor innovations and ready-to-drink options.
2. Ready-to-drink Cocktails - The demand for convenient, ready-to-drink cocktails offers opportunities for brands to provide innovative and easy-to-enjoy options for at-home consumption.
3. Premium Refreshment - Consumers increasingly seek high-quality, premium refreshments, which creates opportunities for brands to differentiate themselves with unique flavor profiles and premium packaging.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverages industry can take advantage of the growing trend of hard seltzers and create new Moscow Mule-inspired flavors for customers.
2. Packaged Beverages - The demand for ready-to-drink cocktails and premium refreshments creates opportunities for the packaged beverages industry to offer innovative and convenient options for consumers.
3. Consumer Goods - Brands can leverage the trend of ready-to-drink, premium refreshments and create unique products for consumers seeking new and exciting flavor experiences.
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