The hard seltzer category has exploded in popularity over the past couple of years, evolving into a stunning $4.1 billion industry, according to Nielsen Scantrack (sales xAOC+Convenience+Liquor Full Year 2020). For restaurants, bars, grocery and convenience stores alike, the boom in hard seltzer has been a big opportunity. But with so many options on the market, it can be difficult for retailers to choose which brands they carry. Two areas that can give c-stores an edge, however, are real taste and inclusivity—making sure there is a brand on your shelf that brings everyone of legal drinking age or older to the party with a product that puts real taste at the center.
Offer unique and exciting flavors from familiar brands
The first way retailers can attract buyers to hard seltzer is by offering options that are different from what’s already on the shelves. For instance, AriZona SunRise™ Hard Seltzer, which features a splash of real fruit, real taste, and real color. With an ABV of 4.6%, this option is a sessionable choice that offers something different from the standard hard seltzers already on the market.
What’s more, offering hard seltzers from brands that consumers are already familiar with, such as AriZona, can help make the choice easier on shoppers. That is, if they see a familiar brand offering a hard seltzer in a flavor they already know and love, they may be more inclined to make a purchase. Because these new options are not clear seltzers—thanks to the splash of real fruit used to make them—they offer a refreshing take on a drink consumers 21+ are already excited about.
Appealing to a diverse customer base
Appealing to a diverse consumer base is key, too, for broadening the appeal of hard seltzer. By approaching diverse, incremental shoppers, retailers show they offer value—and products—that their competitors don’t. Offering hard seltzers with a splash of real fruit, such as those from AriZona SunRise™ Hard Seltzer, appeals to a diverse consumer base where 65% of general market consumers and 78% of Black and Hispanic consumers say they intend to purchase AriZona SunRise™ Hard Seltzer when exposed to the concept (mFour Concept Test 2020).
By featuring flavors that are unique and exciting, as well as appealing to a broader consumer base with interesting products, retailers can set themselves up for even more success in the hard seltzer category. To place an order or to learn more about AriZona SunRise™ Hard Seltzers—available in flavors such as Cherry Punch, Lemon, Grapefruit and Mucho Mango (AriZona’s No. 1. juice flavor, now in hard seltzer!), call your sales representative today.
This post is sponsored by AriZona SunRise™ Hard Seltzer