Imbibe will be closed on October 3, 4, 17, 18, 25, and 26. Please expect delays in responses during this time.

New player in the low calorie RTD cocktail space

spiked seltzer cranberry
Photo Credit: SpikedSeltzer

Demand for better-for-you beverages is on the rise in every category, including alcohol.

There’s a new player in the low calorie RTD cocktail space – hard (or spiked) seltzer.

Not only does this beverage appeal to the segment looking to consume fewer calories, but it also aligns with the term “sparkling,” a marketing upgrade from “carbonation.”

The bottled water category, which includes sparkling and flavor varieties, is paced to outsell CSDs by early 2017 at the latest, and sparkling water is a large driver of this growth.

Though hard seltzer is still an emerging category, an alcoholic beverage that highlights sparkling and aligns with consumer core values (including less sugar than its counterparts) has potential to capture a significant market share.

Current market players include Spiked Seltzer (founded 2013, acquired by AB InBev in September 2016) and Truly Spiked and Sparkling (an affiliate of Boston Beer Company).

The fermentation of citrus fruits naturally yields the alcohol found in hard seltzer (6%), and citrus also inspires several flavor profiles across hard seltzer brands.

Other flavors include cranberry, black cherry, and pomegranate – though we expect more exotic fruits and botanicals to be incorporated into future flavor profiles in this category.

Hard seltzer will compete with other lower-calorie ready-to-drink cocktails on the market. The Skinnygirl brand has developed several low calorie cocktails, and Mike’s Hard Lemonade offers a lite version of their flagship lemonade. All try to capture the attention of consumers who associate fewer calories with healthier choices.

Keep Reading:

Flavor Drop: Pride Edition – Rainbow Cake & Rainbow Sherbet

Celebrate Pride with our special Flavor Drops! Indulge in the sweet nostalgia of Rainbow Cake and the refreshing, fruity burst of Rainbow Sherbet, perfect for adding joy to any beverage.
READ MORE

Women’s Beverages: Steeped in Functional Ingredients

Explore the rising trend of women's beverages that are 'steeped' in functional ingredients. Discover how these innovative drinks are formulated to support women's unique health and wellness needs.
READ MORE
sweeteners

Sweetener Insights That Help Products Win

Watch the replay of our sweetener micro-masterclass, designed specifically to equip developers with the practical tools and technical insight needed to tackle this complex space.
READ MORE
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.