Anheuser-Busch launches ‘cocktail inspired’ hard seltzer
Positioning itself as a premium option, the seltzer has ‘the flavour of a classic cocktail and the refreshment of a seltzer’.
The brand is rolling out across the US this month in variety 12 packs and single-flavor 6 packs.
Old Fashioned; Sidecar; Citrus Gimlet
Social Club Seltzer comes in three flavors: Old Fashioned, Sidecar and Citrus Gimlet. A 12oz can contains 150 calories.
Anheuser-Busch notes the hard seltzer category has grown more than 300% this year alone. Its research 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.
“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.”
Each flavor 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.
