The Stable launched a youthful hard seltzer brand called Fundays with lighthearted flavors and just 100 calories per can. While Yard Games shares a medley of lemon, lime and pomelo flavors, Skinny Dip is infused with exotic passion fruit, guava, and dragon fruit.
Chad Hetherington, co-founder and CEO of The Stable, says "Believe it or not, we identified white space in the seltzer market, leveraging our analytics and insights team, and found that there was a real opportunity to build a brand with unique flavors aimed at Gen Z and Millennials that didn’t take itself too seriously,"
The Stable worked with Cardinal Spirits and Buffalo Bayou Brewing Co. to create a product to resonate with its target audience, focusing on a full-flavor, reasonably priced and light refreshment.
Youthful Hard Seltzers
Fundays' Hard Seltzer Specifically Speaks to Millennials & Gen Z
Trend Themes
1. Youthful Hard Seltzers - Hard seltzer brands are moving towards developing lighthearted flavors and targeting Gen Z and Millennials to capture emerging markets.
2. Exotic Flavor Infusion - Infusing hard seltzers with exotic flavors like passion fruit, guava, and dragon fruit, is a unique opportunity to disrupt the seltzer market and appeal to adventurous consumers.
3. Low-calorie Health Consciousness - Developing hard seltzers with just 100 calories per can, is a trend that aligns with current health and wellness concerns by offering consumers a guilt-free alcoholic beverage option.
Industry Implications
1. Alcoholic Beverage Industry - Hard seltzer companies have an opportunity to reach untapped markets like Gen Z and Millennials by creating new light and flavorful products
2. Flavoring Industry - The demand for unique flavors in alcoholic beverages is growing, and the infusion of exotic flavors into hard seltzers is a chance for flavoring companies to innovate and expand their reach.
3. Marketing Industry - Marketing agencies can work with hard seltzer companies to create campaigns that appeal to younger audiences and highlight the unique and fun qualities of the product.