Vizzy Hard Seltzer, the newest hard seltzer from Molson Coors Beverage Co., is now on shelves nationwide.
Vizzy is hitting the market at a time when hard seltzers continue unprecedented growth, despite widespread disruption in consumer spending habits.
Hard seltzer sales are up nearly 300% so far in 2020, according to Nielsen all-outlet and convenience data through March 28. And while overall beer category sales have climbed – up 17% in the most-recent week – consumers continue to turn to hard seltzers, which have seen sales skyrocket some 327% in the same time period, per Nielsen.
Vizzy is launching as the first hard seltzer made with antioxidant vitamin C from acerola superfruit and comes in four flavors: Pineapple Mango, Black Cherry Lime, Blueberry Pomegranate and Strawberry Kiwi. Each 12-ounce serving contains 100 calories, 1 gram of sugar and 5% alcohol by volume.
While the hard seltzer category has established itself as mission critical for beverage companies, Vizzy draws inspiration from growing trends in consumer preference and non-alcoholic beverages.
“The thing we have seen consistently with this category is that all of the big hard seltzers are following the same playbook: same flavors, low calorie count, low sugar,” says Elizabeth Hitch, director of hard seltzers for Molson Coors. “When we created Vizzy, we knew we needed to come to the segment with a distinct point of difference that consumers actually care about, and antioxidant vitamin C consistently rose to the top.”
Direct feedback from consumers helped Molson Coors zero in on Vizzy’s key differentiator, Hitch says. Research conducted by Molson Coors found that Vizzy’s target customer base of 25-to 35-year-olds are mindful about their choices, and they’re increasingly looking beyond the absence of things like sugar and calories and instead valuing the “presence of positives.”
With bright orange packaging designed to stand out on retail shelves, Vizzy is sold in 12-ounce variety 12-packs or single-flavor six-packs of Pineapple Mango. Each can features colorful mosaics highlighting their respective fruit flavors and the claim “with antioxidant vitamin C from acerola superfruit.”
“The packaging showcases Vizzy as a brand that stands out in the category,” Hitch says. “We’re taking on a really playful tone that already feels natural for this brand.”
To coincide with its national launch, the brand this week will kick off its national campaign with a pair of videos aimed at legal-aged drinkers on social media.
Vizzy will be line priced with White Claw and Truly in the hard seltzer segment.
Molson Coors also plans to release Coors Hard Seltzer later this year. Coors Hard Seltzer will come in four flavors: Black Cherry, Lemon Lime, Mango and Grapefruit. It will be available in variety 12-packs of 12-ounce slim cans, as well as 16-ounce and 24-ounce singles of Black Cherry.