Nectar made a name for itself in the world of hard seltzers by building up a fanbase before even selling its first can, as well as selling refreshingly different flavors like Lychee and Yuzu. The hard seltzers flavors with Asian fruits can also be found in varieties like mild and crisp Asian Pear and sweet Mandarin, and the product comes together thanks to natural flavors, reverse osmosis water and "alcohol fermented from a special yeast."
Nectar has captured the interests of Gen Z on TikTok, especially by marketing its products with a tag that invites young adults to #QuitTheClaw. The hard seltzers feature silhouettes of cherub figures and marketing that emphasizes how "divinely different" these colorful hard seltzer cans truly are.
Fruit-Flavored Asian Hard Seltzers
Nectar Hard Seltzer Makes Flavors Like Yuzu & Mandarin
Trend Themes
1. Asian Flavored Hard Seltzers - Opportunity to expand the trend of incorporating Asian-inspired flavors in the alcoholic beverage industry.
2. Gen Z Marketing - Opportunity to explore the effectiveness of marketing campaigns on TikTok to reach younger consumers.
3. Alternative Alcohol Fermentation - Opportunity to develop and introduce new methods of creating alcohol that could revolutionize the alcoholic beverage industry.
Industry Implications
1. Alcoholic Beverage Industry - Nectar's fruit-flavored hard seltzers present an opportunity to innovate and differentiate within the industry by exploring unique flavors and ingredients.
2. Marketing and Advertising Industry - Nectar's successful marketing campaign on TikTok highlights the opportunity for companies to leverage social media platforms to reach new audiences.
3. Biotech and Fermentation Industry - Nectar's use of alternative methods for alcohol fermentation represents an opportunity for the biotech and fermentation industry to innovate and explore new methods and ingredients.