The idea is “better reflect the year-round nature of the hard seltzer category,” Mass. Bay Brewing Co. said. It also introduced a new can design to “better reflect the clean, crisp, refreshing taste of the product.”
“When we launched Arctic Summer last year, we were blown away by the response from fans. But we also quickly learned that people were just as eager to drink it throughout fall and winter months – just like they drink non-alcoholic seltzer all year long,” said Jon London, Chief Marketing Officer at Mass. Bay Brewing Company, maker of Arctic Chill. “We felt the brand deserved a name that better reflected how people enjoy it – ice cold and year-round – as well as its laidback personality.”