Beer with a splash of seltzer: Leinenkugel’s Spritzen debuts in US

18 Mar 2020 --- Beer with a splash of seltzer is hitting shelves in the US under the Leinenkugel beer brand by Molson Coors. The new “Spritzen” touts an effervescent beer-forward taste with the clean finish and subtle fruit flavors. The hybrid comes when hard seltzers are enjoying a burst in NPD, a trend that began in North America and is expected to take hold in other parts of the world.

“The Jacob Leinenkugel Brewing Company has been brewing for 153 years and has never brewed anything like Spritzen,” says Dick Leinenkugel, President of the Jacob Leinenkugel Brewing Company and fifth-generation family member. “Leinenkugel’s has always prided itself on pairing German tradition with American innovation and Spritzen is a fine example of that. For those who love our Shandies, these beers are direct descendants with a lighter and even more refreshing spin.”

Hard seltzers were noted as a key trend of March 2020 by Innova Market Insights, as consumers continually seek out low-sugar, better-for-you beverages. In addition, the market researcher has highlighted “Hello Hybrid” as a Top Ten Trend in 2020, with manufacturers blending taste and functionality. Blended beverages seeking to bridge health and adventure are booming in the FMCG sector.

In line with the trend, Spritzen boasts only 93 calories, less than leading hard seltzers, and no sugar or artificial ingredients. The hybrid beverage retains the crisp taste of beer with fewer calories than other alcoholic seltzers, according to the company.

Spritzen comes in three fruity flavors.“There are plenty of beers on the market and a variety of seltzers entering the category, but nobody is offering the best of both worlds except us,” adds Katie Leinenkugel, Leinenkugel's Brand Strategy and Engagement Lead. “Spritzen is the refreshing intersection between beer's timeless taste and the modern rise of seltzers. We know that drinkers enjoy seltzer's better-for-you qualities but miss the taste of beer, and Spritzen is the perfect option to fill that need.”

The new beers with a splash of seltzer are available nationwide in the US three flavors: Grapefruit, Raspberry Lemon and Pineapple Strawberry. Leinenkugel's Spritzen marks the brewer's first new national release in three years.

In other alcoholic beverage NPD, low- or no-alcohol beverages are on the rise as consumers search for healthier variants of classic beer, wine and spirits. In a recent Special Report, FoodIngredientsFirst speaks to manufacturers on the trend.

In the category blending beverage space, Ocean Spray Cranberries recently launched Ocean Spray Brew, a first-of-its-kind hybrid drink made with real fruit juice and cold brew coffee. Similarly, Coca-Cola’s Honest Tea company expanded last September into the cold brew coffee market with its own line of ready-to-drink (RTD) varieties, which includes three flavors: Unsweet Black, Just a Tad Sweet Cubano and Just a Tad Sweet Mocha. Since last year, Coca-Cola has also unveiled drinks that contain caffeine from naturally derived sources, such as guarana extracts, B vitamins and no taurine.

By Missy Green