Last Updated on January 19, 2021 by Novotaste
The nation’s best-known brewery continues to expand its hard seltzer offerings. The brand has just introduced four new lemonade flavors: original, strawberry, peach and black cherry. Starting Monday, January 18, the foursome will be available nationally in 12-ounce, slim can 12-packs.
As more demographics show interest in hard seltzer, major brewers keep entering the the category. It is one that is predicted to continue to grow by leaps and bounds. According to T4 research team’s Hard Seltzer Market Share report, “In 2018, the size of the Hard Seltzer Industry was $488M and was projected to grow 105 percent in 2019 to over one billion dollars. From 2016 to 2021, the hard seltzer industry growth is projected to average a whopping 128 percent per year in terms of its compound annual growth rate.
So I recently virtually chatted with Andy Goeler, vice president of marketing for Bud Light, about the brand’s launch. All answers have been edited and condensed for clarity.
Liza B. Zimmerman (L.B.Z.): Why did Bud decide to create these new flavors?
Andy Goeler (A.G.): We’ve seen continuous growth in hard seltzer over the past few years, which has been great for the beer category. In just under a year, we have established a strong offering with Bud Light Seltzer and are always learning more about the seltzer market. Bud Light Seltzer and Bud Light Seltzer Lemonade meet different market opportunities and consumer tastes; we believe this portfolio approach will be critical in Bud Light Seltzer’s long-term success.
L.B.Z.: How did you choose the flavors?
A.G.: We always look to bring consumers new flavors for those who want to give hard seltzer a try. Our range of Bud Light Seltzer products, including Bud Light Seltzer Lemonade, feature some of the most popular flavor profiles within the seltzer category and gives consumers options to choose from.
L.B.Z.: Why do you think hard seltzer has become so popular?
A.G.: Consumers’ needs continue to as more and more consumers are looking to lighter options that can be enjoyed during any occasion. We believe hard seltzers have continued to grow in popularity because they offer a lighter, crisp taste and a number of flavor options.
L.B.Z.: Which markets will they launch in?
A.G.: Bud Light Seltzer Lemonade will launch in all markets across the United States where Bud Light and Bud Light Seltzer are sold.
L.B.Z.: Do you expect them to cannibalize your brand’s regular seltzer sales?
A.G.: No. Bud Light Blue, Bud Light Seltzer and Bud Light Seltzer Lemonade all meet different market opportunities and consumer tastes and we believe this portfolio approach will help us reach more consumers. There’s still great upside potential in hard seltzer and we have the opportunity to leverage the equity and prominence of an established brand such as Bud Light.
L.B.Z.: Who is the marketing demographic?
A.G.: Bud Light Seltzer Lemonade is for any consumer 21 and older who is looking for bold flavor options from their seltzer. We also see this as a way to continue to attract new drinkers to the Bud Light family of products.
L.B.Z.: What are your competitive brands?
A.G.: It is made with triple-filtered sparkling water, lemonade flavor, cane sugar and natural fruit flavor and is also gluten-free and only 100 calories, with less than one gram of sugar and 5 percent alcohol by volume, which differentiates it from other brands.