Low-calorie hard water beverage “stripped of carbonation” hits shelves as a new category emerges

06 Jan 2023 --- Bluebird Hardwater has launched a trio of alcoholic beverages, carving out a new category within the industry known as “hard water.” They combine premium spirits with ultra-purified water at an ABV of just 4%. The move comes amid a flurry of recent activity in hard seltzers and hard teas as consumers seek more adventurous libations with a lower alcohol content.

Partnering with a network of distributors, including the Anheuser-Busch network in Florida and Empire in New York, Bluebird Hardwater will be available at select liquor stores in both markets and online in 23 US states.

Premium spirits and still water
The company’s hard water beverages contain two simple ingredients – premium spirits and ultra-purified still water.

The Vodka + Water beverage is made with a clear, distilled vodka and highlights the clean taste of vodka without any of the typical burn.

Meanwhile, the Tequila + Water drink is crafted with a Mexican blanco tequila made from agave. 

Finally, the Whiskey + Water hard beverage is made using a sweet, warm aged whiskey, and tastes like whiskey on the rocks.

At 78 calories per 12-ounce serving, which is the lowest calorie count in the industry, according to the brand, each can of Bluebird Hardwater is stripped free of the carbonation, preservatives, sugars, fake flavors and artificial sweeteners. 

The company’s hardwater beverages contain two simple ingredients – premium spirits and ultra-purified still water.Bluebird Hardwater says it “sources the highest quality water and distilled spirits, pairing them perfectly for a balanced experience.”

Cleaner drinking solutions for adults
What began as a personal quest to find an alcoholic option that resonated with an active lifestyle has evolved into a brand new, clean solution for adults who want to imbibe without feeling weighed down by the extra bubbles, sugar and additives that are associated with typical alcohol beverages, comments CEO and founder Will Blum.

“After testing hundreds of recipes and consulting with suppliers, our goal became clear – deliver a high-grade, portable, low-alcohol alternative to current market offerings,” he outlines. 

In the beverage space, “hard juices and hard lemonades” have seen a surge in interest among consumers who seek out low-alcoholic sips made with clean and flavorsome ingredients. 

Meanwhile, the tea-based alcoholic beverage sector, “hard teas,” has gained momentum as consumers seek beverages that go beyond the norm.

At SIAL in Paris last year, beverage innovator Austria Juice presented its alcohol-free and low-alcohol drink options. 

Fewer calories and more taste from essential ingredients are the key trends in this space, primarily driven by younger consumers.

Inspired by the hard seltzer category, hard juices, lemonades and hard iced teas were tipped by Austria Juice as the next trending beverage format. 

Last summer, hard seltzer start-up Bozu introduced a carbonated and sugar-free hard iced tea infused with a dash of vodka to the Dutch beverage market, where the premix category has the potential to grow significantly.

Edited by Elizabeth Green