NEW YORK — On May 11, Anheuser-Busch introduced a new hard seltzer brand to its growing portfolio, called Social Club Seltzer. With 150 calories per 12oz can, it combines three popular cocktail-inspired flavors, including Old Fashioned, Sidecar and Citrus Gimlet, with the sessionability of a seltzer. It's refreshing, yet complex – a hard seltzer cocktail for those looking for more refined flavors.
The hard seltzer category has grown substantially with an increase of over 300 percent this year alone*. The Anheuser-Busch innovation team identified a gap for cocktail lovers in the hard seltzer market, with consumer research showing that 83 percent of cocktail drinkers are interested in a complex and sophisticated beverage**. Enter Social Club Seltzer.
"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 of the flavors 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.
Starting this month Social Club Seltzer is available at large format and independent retailers across the nation. Social Club Seltzer is sold in a variety flavor 12-pack and individual flavor 6-packs.
*SOURCE: Beer Marketer's Insights 4/2020
**SOURCE: According to a Consumer Survey Conducted by Qualtrics
