Drunk Fruit makes zero-sugar hard seltzers that spotlight Asian fruits like bright and citrusy yuzu, refreshing melon and tart and sweet lychee instead of some of the more popular fruit flavors that dominate the category. Co-founder Steven Tang found an opportunity to create hard seltzers with flavors, branding and marketing that better spoke to Asian-Americans, noting "We’re trying to take the flavors from the Asian grocery store and share them with the world. We know litchi, we know yuzu. We know how amazing these fruits are.”
Notably, the Drunk Fruit Melon flavor was inspired by Melona, a frozen treat with a honeydew melon flavor that hails from South Korea.
As well as featuring standout fruit flavors, the canned drinks are said to avoid the artificial sweetness that many hard seltzers have.
What's Driving This Trend
- Asian-inspired Hard Seltzers
- Creating hard seltzers with unique and lesser-known Asian fruit flavors and natural sweetness.
- Cultural Nostalgia Beverages
- Incorporating culturally significant flavors and aesthetics in modern beverage products.
- Zero-sugar Alcohol Alternatives
- Creating alcoholic drinks with zero sugar content that cater to health-conscious consumers.
Who This Affects Most
- Alcoholic Beverages
- Opportunities for innovation in creating unique alcoholic beverages that appeal to diverse tastes.
- Food and Beverage
- Opportunities for creating nostalgic and culturally significant flavors in food and beverage products.
- Health and Wellness
- Opportunities for innovation in creating low-sugar and healthy alcoholic beverages that cater to the growing health-conscious consumer base.
