The Downingtown brewery launches Victory Waves, a craft hard seltzer.
“We know that our consumers are drinking more than craft beer today. They are drinking across categories. Wine, spirits, and hard seltzers are all part of the consideration set in their various drinking occasions. And, while there are many big players in the hard seltzer space, there is an opportunity to deliver a high-quality seltzer experience that comes from a brand that consumers across our home region identifies with,” says Derek Detenber, chief marketing officer. “Victory’s passion for delivering the best tasting products for those memorable moments in life applies not only to our extensive craft beer offerings, but it also extends to this new line of craft hard seltzers.”
The hard seltzer market is projected to grow to $30B by 2025, according to Goldman Sachs. Beyond the category leaders, regional craft brands are experiencing success with their seltzers in their home markets as loyal fans add them to their drinking repertoire.
At launch, Victory Waves will be supported by a program called Summer on Repeat. A music centric campaign that features a sweepstakes to win a VIP concert experience and introduces fans to Victory’s curated summer playlists on Spotify.