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Heritage and heft won't win hard seltzer's summer showdown - comment

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Earlier this month, Molson Coors Beverage Co management showed remarkable verbal dexterity when dodging questions on whether the US market will see a Coors or Miller seltzer. Today we discovered the reason for the evasion - they were sitting on the upcoming launch of Coors Seltzer in July.

Bud Light Seltzer is one of a number of new launches in the hard seltzer category

99r8这是只有精品视频20Bud Light Seltzer is one of a number of new launches in the hard seltzer category

Coors Seltzer increases the number of big gun US beer brands using their heritage and heft to launch in the hard seltzer category. We've already got Anheuser-Busch InBev99r8这是只有精品视频20's Bud Light Seltzer and expect the entry of Corona Seltzer any day. Pasbt Blue Ribbon joined the fun last year, as did Natural Light (better known as Natty Light), another A-B InBev beer brand.

Molson Coors' latest addition, however, is different. Unlike A-B InBev, which initiated a full-court marketing press for Bud Light Seltzer that included a Super Bowl ad, Coors Seltzer is playing second-fiddle to Molson Coors' other hard seltzer play, the all-new Vizzy99r8这是只有精品视频20. Clearly, Molson Coors believes greenfield brands are more likely to attract the hard seltzer consumer than existing brands such as Bud Light and Corona. 

There's much to back that viewpoint up. The two leading hard seltzer brands - by far - are Mark Anthony Brands' White Claw and The Boston Beer Co's Truly, both of which were created for the category. Meanwhile, the original Bud Light and Corona - and the rest of the beer sector - are in the midst of a slowdown. If the brands are struggling already, why suppose they will thrive elsewhere? New brands, in comparison, are unencumbered by the dusty weight of brewing history.

If you're looking for precedents, look no further than Bud Light's own Lime-a-Rita, launched in 2012 to great initial success before a slow decline. What was A-B InBev's strategy to halt that decline? Remove the Bud Light branding

At the time, A-B InBev said the move was to "[eliminate" any consumer confusion born out of our brand roots". But A-B InBev hasn't learned its own lesson. The new Bud Light Seltzer ads specifically call out that the product contains no Bud Light, suggesting that someone in marketing felt the need to address potential consumer confusion over what was actually in the cans. Greenfield brands have no such issues. What's in White Claw? Well, it's White Claw! Simple.

In the coming race for hard seltzer dominance, the sleek and savvy will survive. Good luck to Coors Seltzer. But Molson Coors is smart to bet on newcomer Vizzy.

Why hard seltzer's US success won't translate to Western Europe - focus


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Specialty Spirits (Spirits) Market in Australia - Outlook to 2022: Market Size, Growth and Forecast Analytics

Specialty Spirits (Spirits) Market in Australia - Outlook to 2022: Market Size, Growth and Forecast Analytics

99r8这是只有精品视频20Specialty Spirits (Spirits) Market in Australia - Outlook to 2022: Market Size, Growth and Forecast Analytics is a broad level market review of Specialty Spirits market in Australia.

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