The Neon Burst Sparkling Alcoholic Drinks Come in Two Flavors
Michael Hemsworth — April 20, 2022 — Marketing
References: anheuser-busch & foodbev
The Neon Burst sparkling alcoholic drinks are arriving at convenience stores in the US as a new libation for consumers focused on full-flavor and just the right level of alcohol. The drinks features an 8% ABV, and come in two flavors including Neon Burst Punch Blast and Neon Burst Grape Blowout, which both come in tall cans. Created by Anheuser-Busch, the drinks focus on blending flavors and are well-positioned to be a hit as we head into the warm weather months.
Senior Brand Director, FMB Portfolio at Anheuser-Busch Joanie Kwok commented on the new Neon Burst sparkling alcoholic drinks saying, "When you evaluate what’s happening at c-store, you’re seeing a highly engaged customer help grow full-flavored, 6-8% alc/vol beverages to a $1 billion category. We saw an opportunity to shake things up with this new product that’s exactly what this evolving consumer is currently looking for.”
Senior Brand Director, FMB Portfolio at Anheuser-Busch Joanie Kwok commented on the new Neon Burst sparkling alcoholic drinks saying, "When you evaluate what’s happening at c-store, you’re seeing a highly engaged customer help grow full-flavored, 6-8% alc/vol beverages to a $1 billion category. We saw an opportunity to shake things up with this new product that’s exactly what this evolving consumer is currently looking for.”
Trend Themes
1. Canned Fruity Cocktails - Disruptive innovation opportunity for beverage companies to create unique, flavorful and hassle-free alcoholic drinks that cater to the preferences of consumers.
2. Effervescent Alcoholic Beverages - Opportunity for companies to provide low-calorie and low-ABV sparkling drinks that cater to consumers focused on wellness and fitness.
3. Full-flavored Low-alcohol Drinks - Opportunity for companies to offer alcoholic drinks with lower alcohol content that still provide the full-flavored experience that consumers desire.
Industry Implications
1. Beverage Industry - Companies can capitalize on the growing trend of canned cocktails by introducing new alcoholic drinks that are portable, convenient, and can be enjoyed on-the-go.
2. Convenience Store Industry - Opportunity for convenience stores to expand their product offerings by stocking up on canned cocktails, which can attract younger consumers who prioritize convenience and accessibility.
3. Alcoholic Beverage Industry - Opportunity for alcoholic beverage companies to capitalize on the growing trend of low-alcohol drinks by creating products that cater to consumers who prefer drinks with a milder alcohol content.
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