USA – Anheuser-Busch, an American brewing company wholly owned subsidiary of Anheuser-Busch InBev (AB InBev) has introduced a new hard seltzer brand to its growing portfolio, the Social Club Seltzer, to enable the company expand into the exploding hard seltzer market.
Anheuser-Busch’s new seltzer combines three popular cocktail-inspired flavors, including Old Fashioned, Sidecar and Citrus Gimlet, with the sessionability of a seltzer and is packed with 150 calories per 12oz can.
Describing its new product as a refreshing yet complex seltzer, the brewer said that the Social Club is a hard seltzer cocktail for those looking for more refined flavors.
With the new product, Anheuser-Busch is seeking to tap into the rapidly growing hard seltzer category, which has grown substantially with an increase of over 300% this year alone, according to an April 2020 report by Beer Marketer’s Insights.
The Anheuser-Busch says that its innovation team identified a gap for cocktail lovers in the hard seltzer market, with consumer research showing that 83% of cocktail drinkers are interested in a complex and sophisticated beverage – according to a Consumer Survey Conducted by Qualtrics.
“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 flavors of classic cocktails and combined with the refreshment of a seltzer, Social Club appeals to cocktail lovers who are looking for the flavors they love but in a more sessionable format.”
The company remarks that each of the flavors is designed to evoke the same sophisticated flavor profile as its cocktail counterpart, but with the format of a seltzer with 7% ABV:
- Old Fashioned – A refreshing take on a classic whiskey cocktail – it balances flavors of blood orange, warm spice, and a hint of smoky oak.
- Sidecar – Inspired by the classic cocktail, it balances rich stone fruit flavor notes with the brightness of fresh lemon flavor notes.
- Citrus Gimlet – Equally fresh and complex, Citrus Gimlet is a blend of bright citrus flavor notes and a hint of juniper flavor.
The Social Club Seltzer is available at large format and independent retailers in the US market. Social Club Seltzer is available in a variety flavor 12-pack and individual flavor 6-pack.