Consumers may be turning away from beer and other alcohol but the demand for hard tea is growing, leading to the launch of a non-carbonated vodka tea by the name of Skimmers. This new vodka tea brand from Anheuser-Busch is made with Cutwater vodka, real tea and natural flavors, and will be available in Original Tea, Half & Half, Peach Tea, and Lemonade.
The 100-calorie, 4.5% ABV vodka tea in ready-to-drink cans addresses evolving consumer habits, preferences for different types of alcohol, and different drinking occasions. Brands that once dominated the hard tea space will be challenged by Skimmers, which acknowledges interest in options made with a base of real spirits instead of malt alcohol.
Why This Trend Is Growing
- Growth of Alcohol Alternatives
- As consumers shift their preferences away from traditional alcoholic beverages, products like non-carbonated vodka tea offer novel alternatives that cater to health-conscious and diverse taste preferences.
- Spirit-based Ready-to-drink Beverages
- Innovations in spirit-based drinks, such as vodka-infused teas, disrupt the standard malt alcohol options by offering unique flavor profiles and a premium drinking experience.
- Demand for Lower-calorie Alcohol Options
- The introduction of 100-calorie alcoholic beverages reflects an increasing demand for low-calorie options, providing opportunities for brands to capture health-conscious consumers looking for lighter indulgence.
Industries Being Reshaped
- Alcohol and Beverage Industry
- The growing popularity of spirit-based ready-to-drink beverages signifies a significant shift within the alcohol industry, compelling companies to innovate and expand their product lines beyond traditional offerings.
- Health and Wellness Industry
- As consumers increasingly seek healthier lifestyle choices, the demand for lower-calorie alcoholic products presents opportunities for the health and wellness sector to collaborate in creating appealing options.
- Flavor and Beverage Enhancements
- The use of real tea and natural flavors in alcoholic beverages opens up new avenues for the flavor enhancement industry, allowing for the development of sophisticated and diverse tasting profiles.
