Anheuser-Busch has expanded its portfolio with the introduction of a new hard seltzer brand Social Club Seltzer.
Social Club’s newly-established portfolio currently features three flavours: Old Fashioned, which balances blood orange, spices, and a hint of ‘smoky oak’; Sidecar, combining stone fruit and lemon flavour notes; and Citrus Gimlet, with a hint of juniper.
Containing 150kcal per 12oz can, Anheuser-Busch’s new seltzer marries popular cocktail flavours with ‘the sessionability of a seltzer’.
AB InBev’s US subsidiary has previously sought to capitalise on the growth of the hard seltzer category with the introduction last summer of a range under its Natural Light brand.
The firm says its launch of a new brand comes after it identified a gap in the hard seltzer market for a complex and sophisticated beverage catering to cocktail lovers.
“With the growth of the hard seltzer industry comes consumers looking for new offerings that fit different occasions, so we are excited to introduce a new premium hard seltzer cocktail for fans to enjoy,” said Lana Kouznetsov, VP of Beyond Beer, Anheuser-Busch.
“Inspired by the flavours of classic cocktails and combined with the refreshment of a seltzer, Social Club appeals to cocktail lovers who are looking for the flavours they love but in a more sessionable format.”
Social Club Seltzer is available in variety 12-packs and single-flavour 6-packs from large format and independent retailers in the US.
© FoodBev Media Ltd 2020
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