“As the leader in hard sodas, Henry’s is
bringing a superior option to the emerging hard seltzer scene with the introduction of Henry’s Hard Sparkling—a lighter
and better-tasting hard seltzer,” says
“With just 92 calories and zero sugar,
Henry’s Hard Sparkling is available
in two unique flavors—Lemon-Lime
and Passion Fruit,” he says.
MillerCoors is also expanding its
Redd’s hard cider line. “Redd’s has
exciting changes coming to its flavor lineup, with Redd’s Raspberry
replacing Strawberry as the year-round flavor, and Redd’s Peach available as a limited pick flavor from
March until August,” Maloney says.
Heineken has added Orange
Blossom to its Strongbow Hard Apple
Strongbow Orange Blossom tests high with both men and women,
Teles adds. “Orange Blossom will be launched in a 6-pack in March
and eventually replace Ginger in the 12-bottle Strongbow Variety Pack,
alongside Strongbow Gold Apple, Strongbow Honey and Strongbow
Cherry Blossom. To drive trial and awareness of the new flavor, the
same product mix will be offered in limited edition four-pack cans
starting in March,” Teles says.
New flavors are also coming to the craft beer segment.
The Boston Beer Co. has added Samuel Adams Hopscape and Fresh
as Helles to its portfolio in 2017. Hopscape is available in January and
February and is a hop-forward wheat ale with citrus and piney hop flavors, with a lingering bitter finish.
“The honey malt aroma and orange blossom notes of Fresh as Helles
make it a great pairing to welcome late spring weather during March
and April,” says George Ward, director of off-
premise national accounts at The Boston Beer
Co., based in Boston. “Additionally, Rebel
Juiced IPA, which was previously only on
draft, will be available in cans and bottles in
February. Rebel Juiced IPA is a medium-bodied
beer brewed with mango that brings a big tropi-
cal aroma of guava, passion fruit and mango.”
According to Ward, drinker feedback has
been positive. “Limited release seasonal beers
are the second leading driver of growth in craft
beer, behind IPAs. The rotational nature of
seasonal beers delivers the variety that today’s
drinker seeks. Offering seasonal limited time brews brings excitement
and a treasure hunt aspect to shopping, which ultimately contributes to
the growth of the beer category,” Ward says.
Because craft beers are still largely impulse purchases, Ward suggests
retailers display craft beers at key locations, where shoppers might stop
and pause, like endcaps.
“By displaying lead brands like Samuel Adams and seasonals in high-traffic, perimeter locations and on endcaps, retailers can see 200-300
percent lift,” Ward says. “And cross-merchandising Boston Lager and
tailgating foods can give drinkers great ideas and options while shopping
and lead to incremental purchases. Visibility is important at retail, so
merchandising with point-of-sale material also helps to raise visibility.”
Constellation Brands is again putting a big emphasis behind Cinco de
Mayo. “Cinco is an important time period for our brands, and our distributor and retailer partners can expect us to invest even more aggressively in 2017 to continue building on our success,” Dohm says. “Both
“We continue to see a bring future for Modelo
Especial and believe that it can eventually become
a Top 5 beer brand in America. We’ll continue to
invest aggressively to strengthen the brand’s connection to core consumers, and increase awareness and
stimulate trial among new consumers to continue
building our momentum in 2017,” Dohm says.