Refreshing, vibrant, low in sugar...and with alcohol: The beverages hard seltzer are not a passing trend, they are the beverage category that defies classification and is growing at a staggering rate among consumers who are moving away from traditional alcoholic beverages. The seltzer with alcohol incorporate the current macro trends in the ready-to-drink universe: low calorie content, natural ingredients, convenience and innovation.
For many market analysts, the meteoric growth of this category makes visible an underserved public, focused on their health and wellness but wanting to have fun. According to IWSR data, annual sales of this category in the United States alone amount to 82.5M cases; the forecast for 2023 is that such sales will triple to more than 281M cases. As consumption of traditional alcoholic beverages declines, the conditions are ripe for new propositions aimed at young adults; the seltzer con alcohol encajan perfectamente en este panorama.
Pero, ¿qué son exactamente este tipo de bebidas? Bajo un concepto estrictamente técnico una hard seltzer es una mezcla de agua carbonatada, alcohol y sabores. Algunas bebidas seltzer alcoholic beverages contain low proportions of sugar or non-caloric sweeteners, but many can be classified as dry alcoholic beverages with little or no added sweetness.
The Alcopop of Generation Z?
Although for some people, beverages seltzer alcoholic beverages are, in practical terms, a relaunch of the famous drinks popularized in the past decade of the 90's such as Alcopopsthe current marketing apparatus highlights the hard seltzer as a separate category or re-invented to appeal to a more careful consumer in their beverage intake. Although there are similarities between the 2 concepts, it is important to highlight that the seltzer have a connotation of health and moderation: they usually contain a low proportion of caloric sweeteners (as opposed to highly sweetened Alcopop), with subtle, subdued colors (never intense or neon like its so-called predecessor) and with natural flavors or fruit infusions. Essentially, the beverages seltzer are formulated and targeted to a health, wellness and sustainability conscious audience.
Identification and market presentation
Identification and market presentation seltzer con alcohol en cada mercado. En algunos países, el término “seltzer“ is a synonym for carbonated beverage and the word ”hard"(strong) applied to beverages, denotes alcoholic content. For the American public, it is easy to grasp the concept described in the proposals identified as hard seltzers. Sin embargo, fuera de dicho mercado, seltzer is not a widely used word for beverages and even has medicinal connotations; because of this, some brands have preferred to identify their launches with sparkling water (carbonated water) with alcohol.
In markets where the beverage concept seltzer alcoholic beverages is relatively unknown, proper presentation to the consumer is crucial. The relative simplicity of beverages seltzer makes them “easy to drink”, as opposed to other alcoholic beverages, such as wine, whose taste must be developed. However, there is room for education on when and how to drink these beverages, conceived as proposals for social gatherings that can be consumed directly from the bottle, but can also be poured over ice and topped with pieces of fruit for a more sophisticated experience.
Labeling in keeping with the spirit of the times
In line with the clean labeling movement, the presentation of beverages in the seltzer stands out for few and familiar ingredients. Cartoonish designs are a thing of the past, and the seltzer are generally presented with matte color labeling, packaged in slim, elegant and graphic cans.
From a regulatory standpoint, it is important to note that the beverage can only be marketed as “gluten-free” if the source of the alcohol comes from cane sugar or fruit, but not if it is obtained from malted grains.
Flavors and proposals
Careful development of the flavor profile and balance is key to success, especially when cultural preferences are taken into account. While, in the U.S. market seltzer While other markets tend towards subtle fruity notes and infusions for flavoring, other markets prefer proposals with greater flavor intensity and less dryness. It is advisable to exercise caution during the development process, acclimating the formulation to the tastes of the particular market.
The flavors developed and the categorization of beverages selzter with alcohol are directly related to the manufacturing method employed. Generally, two main brewing methods are employed. One method involves fermenting sugars from grains such as wheat, oats, rice or corn, distilling the resulting alcohol and mixing it with water and flavors. The other method omits the distillation of the alcohol; in this case, the resulting alcohol is distilled and mixed with water and flavors. seltzer are made from the fermentation of cane sugar or a fruit base diluted in water, usually with the addition of additional nutrients to ensure proper yeast performance. The addition of a neutral alcohol to carbonated water may also be an option, although some analyses suggest that these products will invariably have a lower flavor quality than that obtained through fermentation. Depending on the method selected, the resulting blend contributes characteristic flavor notes to the final product. Many producers prefer the free distillation method, which allows the beverages to be marketed without distillation.eltzer under the same standards as a beer, rather than a beverage with added alcohol.
Our beverage app offering seltzer It includes malt concentrates, natural flavors and colors, plant-based sweeteners, and synergistic blends for flavor modulation. Thanks to their neutral base, seltzer beverages are highly versatile, ideal for innovation and exploring new profiles. You can experiment with multiple applications: from favorite fruit flavors like lime, lemon, raspberry, mango, and watermelon, as well as non-traditional flavors with herbal notes like mint and lemongrass or sweet notes like vanilla and dulce de leche. The possibilities are endless. We are confident that, in our extensive catalog of ingredients, you will find solutions for the development of your new beverage projects.
About us…
Sabores Cosco de Centroamérica offers innovative alternatives in flavors and ingredients. Our portfolio of applications for beverages and food is constantly expanding to provide timely responses to market demands. We have the technical tools to address the specific needs of flavor systems applications for beverages and food, designing customized proposals. Our technical advisory team provides support throughout the development process. We are confident that in Sabores Cosco de Centroamérica you will find a comprehensive partner for solutions for your products.