Much like how the big boys in North American and the UK jumped on craft brewing – either by buying-up or copying – so too are they jumping on the next big thing: seltzer with an alcohol buzz.
In the States, Anheuser-Busch – never known to be leading from the front – is releasing Natural Light Seltzer, a 6% ABV beverage that is available in two blends of fruit flavors. Aloha Beaches combines mango and peach for a tropical feel, and Catalina Lime Mixer features black cherry and lime. This is the seltzer you never saw coming, claims Anheuser-Busch, adding that “Natty” is ready to “rock the seltzer world.”
While there press release reads like a board room’s futile attempt at being young and hip, there is one strong element of truth in it.
“The seltzer category is booming. It’s part of a larger shift in consumption across America and we believe it has tremendous staying power,” said Ricardo Marques, Vice President of Core and Value Brands at Anheuser-Busch. “We know plenty of Natty Light drinkers are also trying seltzer, so we want to meet that demand by bringing the fun of Natty into that space with an affordable price offering that fits their lifestyle.”
If you’re unfamiliar with seltzer, the main difference between seltzer and sparkling water comes down to where the carbonation comes from. If the carbonation is artificial, it’s probably seltzer or club soda and regulated like a soda. If the bubbles are naturally occurring, straight from the source, it’s sparkling water.
The main thing that sets seltzer apart from club soda is that seltzer does not contain any added minerals which allows it to be enhanced with flavourings like citrus without altering the taste.
Why haven’t you heard of seltzer? It originated in Germany, where naturally occurring carbonated water was bottled and sold. It was brought to the USA primarily by Jewish immigrants so is very common and popular in cities like New York, Chicago and Los Angeles.
Most craft breweries are already set-up to produce seltzers with a minimum amount of fuss, requiring water, carbonation, and canning or bottling facilities. This is turning out to be a huge money earner in the States. There will be more soon on alcohol seltzers in The Brewers Journal and how you can cash in on this.