Proof Point Spirited Seltzers is a new line of hard seltzer products that are prepared with real spirits and a splash of real fruit juice. Seeing that there was a sense of realness and authenticity lacking in the seltzer category, the brand decided to fill in with canned choices that are unapologetic and refreshing. Brittany Lanier, senior marketing manager for Proof Point at Molson Coors, says “We’ve crafted Proof Point with high-quality spirits that were previously missing from the category, like barrel-aged whiskey, Caribbean rum, six-times distilled vodka and Mexican tequila."
The premium hard seltzer beverages are available in varieties that pair whiskey seltzer with blackberry lemon, rum seltzer with mango pineapple, vodka seltzer with lime, and tequila seltzer with grapefruit—all of which boast zero sugar and just 100 calories.
Key Themes Behind This Trend
- Real Spirits
- Incorporating real spirits into hard seltzers presents an opportunity for distilleries to expand into the seltzer market.
- Authenticity in Seltzers
- As customers become more interested in real ingredients in their beverages, there's an opportunity for other brands to incorporate real fruit juice and premium spirits into their seltzer products.
- Zero Sugar Seltzers
- The popularity of low or no calorie products presents an opportunity for companies to capitalize on the trend and create seltzers with unique flavor combinations that still meet dietary needs.
Where This Applies
- Distilleries
- Distilleries can expand into the hard seltzer market by creating products that utilize their own spirits and fruit juice.
- Beverage Brands
- Existing beverage brands can capitalize on the trend of authenticity and expand their product lines to include hard seltzers made with real fruit juice and premium spirits.
- Low-calorie Beverage Brands
- Companies focused on low or no calorie products can enter the seltzer market with zero-sugar options that offer unique flavor combinations for consumers looking to reduce their sugar intake.
