Truly and AB InBev’s Michelob Ultra brand launch new hard seltzers into the US market

US – Truly Hard Seltzer and AB InBev’s Michelob Ultra brand have expanded their portfolio of products in the US market with the introduction of new hard seltzers.

Truly Hard Seltzer launched what it claims is the first hard seltzer brewed with real tea and fruit flavour in the US.

The Truly Iced Tea Hard Seltzer come in four flavours: lemon, raspberry, peach and strawberry.

During the launch, Truly said that each variety offers consumers a hint of fruit and the refreshment of real brewed ice tea.

Like the rest of Truly’s line up, each beverage contains 1g of sugar, 100 calories and has a 5% ABV.

Michelob Ultra on the other hand, introduced   a range of USDA certified organic hard seltzers which will be available in three flavours: cucumber lime, spicy pineapple and peach pear.

According to Michelob Ultra, the new offering “caters to the more mature hard seltzer lover, ages 35-54 years old”, who the brand says is driving half of the growth in the hard seltzer segment.

“We’re kicking off 2021 in a big way by bringing an innovative…organic option to the hard seltzer category for those who enjoy clean and refreshing flavours,” said Ricardo Marques, global vice president of Michelob Ultra.

The launch by the two brands come at a time when the hard seltzer market is expanding rapidly due to increased consumer preference for low-to-zero alcohol products.

According to the report published by allied market, the global hard seltzer industry garnered US$3.83 billion in 2019, and is expected to garner US$10.92 billion by 2027, growing at a CAGR of 12.7% from 2021 to 2027.

As demand picks up, a number of companies including Molson Coors, Coca-Cola, and Ab InBev have been introducing their own hard seltzer products.

AB InBev’s Bud Light brand for instance, recently expanded its range with the launch of new Seltzer Lemonades.

Truly’s launch of Iced Tea Hard Seltzers also follows the company’s launch of a lemonade variant in 2020.

Even with the hard seltzer market becoming somewhat overcrowded and consumers being spoilt for choice, Michelob Ultra remains confident that it can conquer it.

“We believe that Michelob Ultra is uniquely positioned to win in the hard seltzer segment, not only because it’s one of the hottest brands in the country, but also because it has unmatched equity as a high-quality brand,” Ricardo Marques said.

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