Belgian-owned brewery Labatt has announced the launch of Labatt Blue Light Seltzer Tart, an all-new drinking experience that combines craft beer with sour beer and seltzer. The company will roll out the new Tart flavor this Spring with the release of a 12-can variety pack, which includes Tart Pineapple, Tart Mango, Tart Passion Fruit, and Tart Guava.
The new Tart variety is said to blend the tangy flavor of a fruity sour beer with the light, crisp taste and feel of a summer-ready seltzer. Each 12 fl oz. can of the new beverage contains a 5% ABV and just 100 calories, making it a good option for those seeking low-cal alternatives to summery cocktails. As a whole, the company has said that Labatt Blue Light Seltzer Tart was created to target a newly emerging market: beer drinkers who also enjoy the occasional seltzer and vice-versa.
Image Credit: Labatt
Key Themes Behind This Trend
- Sour-beer-seltzer Hybrids
- Opportunity to capitalize on the popularity of seltzers and craft beer by creating new, innovative drink combinations.
- Low-cal Alcoholic Beverages
- Opportunity to appeal to health-conscious consumers looking for low-calorie options for summery cocktails.
- Cross-category Consumer Appeal
- Opportunity to target a market segment comprised of both beer drinkers and seltzer drinkers, creating products that appeal across categories.
Where This Applies
- Breweries
- Opportunity to create new, innovative drink combinations that appeal to the growing market of health-conscious consumers looking for low-calorie options for summery cocktails.
- Alcoholic Beverage Manufacturing Industry
- Opportunity to create new, innovative drink combinations that appeal to the growing market of health-conscious consumers looking for low-calorie options for summery cocktails.
- Food and Beverage Industry
- Opportunity for companies and brands to explore new flavor combinations that appeal to cross-category consumers, such as beer and seltzer drinkers.
