Two consumer products groups are urging the FDA to enact enforcement upon Molson Coors for what they describe as illegal misleading of consumers over the health benefits of Vizzy Hard Seltzer.
In a letter to the FDA dated March 15, the Center for Science in the Public Interest and the Consumer Federation of America say that the labeling and advertising for Vizzy Hard Seltzer claim that the alcoholic beverage is a healthier alternative to other beverage products due to its vitamin C and antioxidants. The groups say FDA rules specifically prohibit such claims and cite a 2015 FDA document that states "Under our fortification policy, we do not consider it appropriate to add vitamins and minerals to alcoholic beverages."
Launched in April 2020, Vizzy is just one of many hard seltzers that have recently launched in a suddenly very crowded market. Nearly every major alcoholic beverage producer now has at least one hard seltzer product line.