Flavors fuse in bubbling hard seltzer market

12 Aug 2020 --- Manufacturers are introducing more dynamic flavors to hard seltzers, following the rapid growth of low-calorie alcoholic beverages. The trend that began in North America is now developing in Europe, the UK and Latin America, where consumers are seeking better-for-you beverages with less sugar content. While classic fruit flavors kicked off the movement, new varieties have emerged featuring botanical, fusion and varietal flavors.

“Companies are experimenting with botanical flavors, such as mint and hibiscus as lead flavor profiles, as well as adding subtle flavor notes of elderflower, basil, rose, lavender, and rosemary to complement fruit flavors. These include pear elderflower, strawberry basil and lemon lavender,” Megan Byrnes, Marketing Manager at Gold Coast Ingredients tells FoodIngredientsFirst.

Moreover, varietals such as crisp fuji apple or nashi pear are gaining shelf space along. Citrus is also getting specific, with popular flavors including blood orange and yuzu.

Generation fizz
“These trends are heavily driven by calorie-conscious consumers between the ages of 21-40, but the trend has also been supported by consumers over the age of 40. Even with the social impacts of COVID-19 in 2020, hard seltzers have remained one of the top alcoholic beverage choices for small backyard barbecues, pool-side hangouts and at-home relaxing,” explains Byrnes. 

Indeed, hard seltzers were recently declared “pandemic proof” as the popularity for the low-sugar beverage showed little sign of waning during COVID-19. 

“While North America has taken the lead on this trend with its product offerings, other countries are just starting to introduce brands of hard seltzers to the market,” she adds. 

Byrnes notes that the burgeoning hard seltzer market opens new doors for Gold Coast Ingredients. “Most of the flavors used in this category are natural or organic, and one of Gold Coast’s strengths is providing our customers with the option of certified organic flavorings, as well as non-GMO and allergen-free flavors,” she explains. 

Flavor crossovers
The variation of flavor combinations in the hard seltzers market may also have the potential to spur uncommon flavor duos in other categories, asserts Byrnes. 

Fruit and botanicals are taking off as flavor fusions in hard seltzers. “[The hard seltzer] trend gives us the opportunity to push these flavors into new food and beverage spaces. For example, many of the flavors for hard seltzers can also be used in nutraceutical and frozen treat products. I believe these flavors will influence other food and beverage sectors soon,” she says. 

It would not be unprecedented for the alcoholic beverage category to inspire and crossover into other food categories. Alcohol flavors have been increasingly popular in recent years in confectionery, as well as chilled and frozen desserts, from champagne-flavored yogurts to ice cream flavored with Baileys.

As part of Kerry’s 2020 taste chart, Leigh Anne Vaughan, Global Strategic Marketing Director for Taste at Kerry told FoodIngredientsFirst that alcohol flavors were expected to pop up in both the sweet and the salty snack categories.  

Moreover, Innova Market Insights has listed “Hello Hybrid” as a Top Ten Trend in 2020, with manufacturers becoming increasingly daring blurring the lines between categories. 

In the US, hybridization in beverages can be seen through a variety of beer brands which have jumped on board with the hard seltzer movement. For example, in March, the Jacob Leinenkugel Brewing Company launched Leinenkugel’s “Spritzen” beer with a splash of seltzer. Other new additions to the beer with seltzer trend include Anheuser-Busch InBev’s Bud Light Seltzer and Constellation Brands’ Corona Hard Seltzer. 

What’s next for hard seltzers?
Byrnes emphasizes that the clean label aspect of hard seltzers is a large part of its success. While keeping with clean and premium, she expects to see an increase in alternative low-calorie, reduced-sugar beverages with different types of alcohol, such as gin and tequila. “Once it becomes a challenge for competitors to reserve shelf space in the market, I think we will start seeing an increase of flavor profiles that replicate traditional cocktails,” she affirms. 

Some of the current natural, Alcohol and Tobacco Tax and Trade Bureau approved flavors for hard seltzers that Gold Coast Ingredients offers today include Blackberry Limeade, Cherry Cola, Chili Watermelon, Cucumber Mint, Jalapeno Mango, Orange Passion Fruit, Raspberry Rose and Strawberry Guava.

To learn more trending flavor pairings this season, see FoodIngredientsFirst’s Special Report: “Experiential enjoyment” to drive flavors home this summer. 

By Missy Green, with additional reporting by Elizabeth Green