Molson Coors Releases Vizzy Mimosa Hard Seltzer

Posted on February 28, 2022 by Joel Whitaker

In conjunction with the launch, Vizzy also is kicking off a new North American marketing campaign for 2022 dubbed “Iz a Vibe,” which includes a pair of new national TV spots, digital and social media, and out-of-home and point-of-sale advertising.

The TV spots are slated to air during college basketball’s widely watched national tournament in March. It’s also working with celebrity platform Cameo to tout Vizzy to legal-age consumers on Snapchat.

“No one’s ever been sad drinking a mimosa. It’s a cocktail that brings joy and sparks energy and positivity — just like Vizzy. In short, it’s the perfect space for Vizzy,” says Liz Cramton, Molson Coors’ director of marketing for Vizzy Hard Seltzer.

At 100 calories, zero sugar and 5% alcohol by volume, Vizzy Mimosa Hard Seltzer contains antioxidant vitamin C and is made with fruit flavors and real orange juice. It is the first mimosa-inspired hard seltzer available nationwide. Cramton calls the beverage a “fresh twist” on the traditional mimosa and says it will play well in multiple drinking occasions.

The brand’s new North American TV spots for 2022, which launch this week, include an ad dedicated for Vizzy Mimosa Hard Seltzer that features an extravagant brunch, complete with a tower of glasses dripping with Vizzy Mimosa Hard Seltzer, floating bubbles and an acrobat swinging from a vine.

A second spot aims to showcase Vizzy’s bright disposition — the centerpiece of its “Iz a Vibe” campaign, which positions Vizzy as a positive influence on everything around it.

The campaign represents a departure from the brand’s early work, which focused on introducing drinkers to the brand and showcasing its attributes. Now that Vizzy is an established player in the U.S. hard seltzer space, it’s seeking to firm up its identity as a drink that “brightens drinkers’ daily lives and adds that extra twinkle that makes everything more special,” Cramton says.

Vizzy Mimosa Hard Seltzer and the “Iz a Vibe” campaign arrive as Vizzy has maintained growth and momentum despite an overall slowdown in the U.S. hard seltzer segment.

Last year the segment grew 13%, per IRI data, making it the fastest-growing top hard seltzer brand in 2021.

Posted in New Products | Tagged , | Comments Off on Molson Coors Releases Vizzy Mimosa Hard Seltzer

Beat Box Beverages New Flavor: Juicy Mango

Posted on February 28, 2022 by Joel Whitaker

Juicy Mango will be available in the brand’s core 11.1% ABV Party Punch lineup, as well as its new line extension, BeatBox Zero Sugar. The Zero Sugar line promises the same great flavor as BeatBox’s 11.1% Party Punch with lower alcohol by volume at 6%, fewer calories, and fewer carbs. Both will be available for purchase nationwide in March.

Launch of Juicy Mango will coincide with a larger Latino market rollout, including music festival sponsorships, nationwide cross-merchandising with popular rimming dip companies, in-store samplings, and collaboration with Latino investors in BeatBox like EDM duo, Good Times Ahead.

BeatBox leans on its fanbase to advise on flavor and product innovation.  “Market trends and analysis are important, but there’s nothing like hearing directly from our core consumers on exactly what they want to see next,” says Zech Francis, vp-global marketing.

Crowdfunder

BeatBox recently announced an equity crowdfunding campaign on Wefunder. With a goal of raising $5 million, BeatBox is offering its fans the opportunity to invest in the company that has been named the #1 fastest-selling single-serve wine offering in the United States. “We are excited to yet again open the opportunity to invest in our company to the people we do all this for – our fans,” said Co-founder and CEO Justin Fenchel. “With the support of this campaign, we will continue to add more fuel to the fire as we pursue our mission to deliver $100m in revenue by 2024,” Fenchel added.

Juicy Mango is rolling out on shelves next month and will be available to purchase online in April. The newest party punch will be released in a 500 ml single-serve resealable Tetra Pak, making it easy for consumers to take on the go.

Posted in New Products | Tagged | Comments Off on Beat Box Beverages New Flavor: Juicy Mango

Who & What —

Posted on February 28, 2022 by Joel Whitaker

Beam Suntory hires Jerry Daykin as vp-global media.  He will be based in London, and joins from Diageo.

Posted in Who and What | Comments Off on Who & What —

Utah’s Gov. Removes Russian Products From Stores

Posted on February 27, 2022 by Joel Whitaker

“Russia’s ruthless attack on a sovereign nation is an egregious violation of human rights,” Gov. Spencer Cox said. “Utah stands in solidarity with Ukraine and will not support Russian enterprises, no matter how small the exchange.”

The order also directors the “Governor’s Office of Economic Opportunity to review the state’s procurements for any other economic relationships with Russia.”

Meanwhile, some bars and liquor stores independently are removing Russian products from their shelves.

Posted in Uncategorized | Tagged , , | Comments Off on Utah’s Gov. Removes Russian Products From Stores

From Bill Clinton to Donald Trump, Every President Has Failed to Lead a Defense of Democracy

Posted on February 27, 2022 by Joel Whitaker

It wasn’t all that long ago — just 16 years, in fact — that half of the world’s population lived in countries designated as “free.”  Now, just one in five do, according to Freedom House.  Whether that will reverse now thanks to Putin’s invasion of Ukraine, remains to be seen.  My bet is that President Biden will follow the playbook of his predecessors.  I hope I’m wrong.

The New York Times yesterday put out an interesting analysis of Putin’s behavior — and of the West’s head-in-the-sand refusal to challenge it over the last two-plus decades.  It’s worth reading, here.

Posted in Uncategorized | Tagged , , | Comments Off on From Bill Clinton to Donald Trump, Every President Has Failed to Lead a Defense of Democracy

No & Low Alcohol Beer Will Be Vital to Category’s Growth

Posted on February 27, 2022 by Joel Whitaker

At the end of 2021, CGA’s On Premise Measurement service (OPM) reveals the no/low alcohol segment within beer was worth just under $100 million in sales compared to $99 million at the end of 2019 – demonstrating that the segment has recovered back to 100% of its pre-COVID-19 levels.

OPM data also highlights that no/low is also one of the fastest growing segments within beer, increasing by 96% in the latest 52 weeks, further demonstrating that this is not a temporary trend for the category.

The percentage of beer drinkers consuming no/low alcohol beer increasing to 16% by Fall 2021 from 12% in Fall 2019 . Intriguingly, beer drinkers have also been experimenting with other no/low alcohol categories. The no/low spirits segment has seen engagement grow to 11% in 2021 from 8% in Fall just two years earlier, while no/low wine saw consumer engagement increase to 13% from 8% in the same time period. Beer drinkers have even increased their engagement with mocktails, to 13% in Fall 2021 from 8% in Fall 2019, highlighting that there’s obvious demand for better-for-you alcohol alternatives in the On Premise – and particularly within beer.

Within the no/low alcohol beer segment, there are also substantial opportunities for new entrants to solidify a place as a major supplier. At the end of 2019, the top three brands within the segment accounted for a 60% share, and by the end of 2021 this had only grown to 70% – making the no/low alcohol beer segment significantly less competitive than other segments within the lower alcohol space.

All evidence suggests that the no/low alcohol beer segment will continue to strengthen its position within the category as consumer demand for alcohol alternatives continues to grow, CGA said.

Patrick Bannon, CGA Client Director, Americas, said: “No/low is clearly becoming a more popular choice for On Premise visitors, and in particular beer drinkers. It will be interesting to see how beer drinkers’ tastes and preferences evolve over time within this segment. If beer manufacturers can reproduce some of the great tasting beer that consumers know and love as no/low alternatives they are putting themselves in the best position for success. As strategies will need to adapt to an ever-changing segment, we at CGA will be keeping our finger on the pulse of the beer category through our OPM read as well as more valuable areas such as BeverageTrak.”

OPM is the only fully projected, extensively validated, measure of beverage alcohol performance in the American On Premise. Used to track share and trends by all the leading beverage suppliers, OPM is the most robust view of sales performance for bars and restaurants ever produced in the US.

Posted in Nonaloholic | Tagged | Comments Off on No & Low Alcohol Beer Will Be Vital to Category’s Growth