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Meanwhile, on the other side of the country, New York-based Lunar is trying to excite a demographic of drinkers that founders Kevin Wong and Sean Ro believe are being ignored. Lunar Hard Seltzer now ships to 32 states Chris Furnari Yerbuzz, which is betting on its unique formulation as a primary point of difference, currently sells its products in the San Diego area. “I wanted to re-create hard seltzer with yerba mate, which is to seltzer what hops are to beer. “Most hard seltzers on the market mimic American soda, with their high carbonation levels and sweetness,” Nierman said. “Yerbuzz is lighter, lower in carbs, and has no sugar.”īy using yerba mate into the production process, Nierman - who previously served as a brewer at hard kombucha maker Boochcraft before launching his own business - was able to create a product that is more balanced and contains less residual sweetness, he said. “A lot of these brands just don’t sit well in your stomach,” he said.
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Yerbuzz, a San Diego-based startup, is making a Yerba Mate-infused hard seltzer that founder and CEO Daniel Nierman says is more enjoyable to drink.Īccording to Nierman, the hard seltzer market has become saturated with products that are too sweet and have “fake aromas.”
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Yerbuzz makes hard seltzer with Yerba Mate Yerbuzz While those companies will no doubt get the majority of distributor and retailer mindshare, and dominate cooler space, there are a handful of new brands beginning to stand out in a sea of sameness. STZ, Mark Anthony Brands, and Boston Beer Company - combine to sell nearly 200 different hard seltzer brand and flavor combinations. In terms of taste, mixed berry, black cherry, grapefruit, lime and mango flavors seem to be the most common.Ĭurrently, five of the largest beer and flavored malt beverage suppliers in the U.S. slim cans, contain 100 calories, and check-in at 5% ABV. To gain share, emerging players will need to distinguish themselves from a never-ending pile on of brands that do little to differentiate from one another.Ī majority of the hard seltzers that have been released in recent years are produced from a sugar base, packaged in 12 oz. Those two brands have combined for more than $3.2 billion in sales (roughly 75% of the market) over the last 52 weeks, according to Nielsen IQ. GS, sales of hard seltzer are projected to reach $30 billion by 2025, leaving plenty of opportunity for Spindrift and other producers to cut into White Claw and Truly’s stranglehold on the category. “Our perspective is that if we make a great product, and price it fairly, the consumer will be there.” “We heard it when we entered a $3.99 category with a $5.99 product,” he said. Spindrift’s premium pricing strategy has worked well in the nonalcoholic beverage aisle, where its 8-packs cost upwards of $6.99, versus roughly $5.49 for 12-packs of LaCroix and similar sparkling water products.Īnd while higher pricing hasn’t stunted Spindrift’s growth - sales swelled 84% to more than $72 million in 2020 - Creelman said he anticipates some pushback from alcohol retailers. “This is an expensive product to make, and we don’t typically sell on price,” Creelman said, noting that 12-packs of Spindrift Spiked will retail for about $25.īy comparison, 12-packs of Truly and White Claw typically sell for between $14.99 and $16.99. Indeed, Spindrift will attempt to establish that connection with drinkers, and sell them a more expensive hard seltzer by promoting the fact that its Spiked line is “better-for-you” because it is made with real fruit and has color, unlike top-sellers White Claw (Mark Anthony Brands) and Truly (Boston Beer Company) which are clear and rely on “natural flavors” for taste.