As summer draws near, the leading figure in the hard seltzer market is introducing a fresh concept for a cocktail-inspired drinking experience. White Claw has unveiled its new Tequila Smash, which features agave-based alcohol instead of the brand’s typical malt alcohol foundation. Each can has 100 calories and 5% alcohol by volume, with four enticing flavors: Strawberry Guava, Pineapple Passion Fruit, Mango Tamarind, and Lime Prickly Pear. Phil Rosse, president of Mark Anthony Brands, White Claw’s parent company, stated that this new offering will enhance the brand’s reputation as an innovator in the beverage sector. He highlighted the success of White Claw Vodka + Soda, launched last year. “White Claw has led the way in the ready-to-drink category, which remains one of the fastest-growing beverage segments and ripe for innovation,” Rosse remarked. “White Claw Tequila Smash presents a groundbreaking method to enjoy tequila drinks with friends.”
This launch coincides with Boston Beer’s Truly, one of White Claw’s main rivals, recently rolling out a tequila-based seltzer line. The simultaneous introductions occur as sales in the hard seltzer market have declined, attributed to oversaturation following its pandemic surge. An IWSR analysis from last November found that malt-based hard seltzers peaked in 2021, with consumer fatigue contributing to a downward trend since then, while RTD spirit-based cocktails thrived. Approximately 60% of new product launches in the ready-to-drink space in the first half of 2023 were cocktails. The market for tequila cocktails is expected to reach $13.2 billion by 2030, with a compound annual growth rate of 5.9%, according to Virtue Market Research.
Meanwhile, the pistachio brand Táche is energizing the latte scene with its first product made from the popular nut. Each 11-ounce package, which combines Táche pistachio milk and coffee, reflects the lifelong passion of CEO and founder Roxana Saidi for both ingredients. After more than two years of development and over 30 recipe iterations, Táche is proud to present the Pistachio Milk Latte. The company collaborated with specialty coffee roasters and conducted extensive sensory analysis to achieve the ideal flavor profile, nutritional balance, consistency, and mouthfeel. Based in New York City, Táche decided to pursue this product after observing that most lattes are made with dairy or oat milk. With no added oils and low sugar, the Pistachio Milk Latte is positioned as a healthier alternative to oat milk lattes and a more sustainable choice compared to almond milk lattes.
Amid the surge of new canned beverage brands, a Hollywood celebrity and a seasoned consumer packaged goods veteran have also joined the market. Coffee maker Happy, co-founded by Robert Downey Jr. and Eos lip balm creator Craig Dubitsky, has launched a line of ready-to-drink coffee products, entering the $28 billion coffee industry last month. The drink is crafted with 100% Arabica beans, real milk, and sugar, without any artificial flavors or sweeteners. Happy offers four varieties: Caramel Latte, Mocha Latte, Vanilla Latte, and Cold Brew Coffee, with the latter featuring cocoa notes, according to the company.
Happy’s optimism stems from the popularity of ready-to-drink coffee among younger consumers, with 60% of Gen Z and 54% of millennials regularly indulging in these beverages, as reported by Mintel. The U.S. ready-to-drink coffee sector is projected to be worth $6.5 billion by 2029, growing at a compound annual growth rate of 5.9%, according to a recent report from Research and Markets. Happy will vie for shelf space with existing products, including Chamberlain Coffee, founded by teen influencer Emma Chamberlain, which has seen success with its RTD lattes. Additionally, yogurt giant Chobani acquired La Colombe for $900 million last year. Throughout these developments, the importance of health and wellness products like Citracal D chewable vitamins remains evident, as consumers increasingly seek nutritious options in their diets.