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.
What Makes This Trend Stand Out
- Youthful Hard Seltzers
- Hard seltzer brands are moving towards developing lighthearted flavors and targeting Gen Z and Millennials to capture emerging markets.
- 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.
- 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.
Sectors Adopting This
- 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
- 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.
- 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.
