Beer

Oskar Blues launches hard seltzer line in 2019

18 December, 2018

When you create something with an ABV of 5% that is cold, refreshing, has zero sugar, one carb and one hundred calories it's a no brainer that popularity will follow right behind you. Now one of Colorado's craft brewery gems, and possibly the pioneer of the craft can beer, Oskar Blues is jumping into the hard seltzer game in early 2019.

The Longmont, Colorado-headquartered beer company, which is part of the Canarchy Craft Brewery Collective, is planning a nationwide launch of a new hard seltzer brand in early 2019. Initial shipments of the new offering, called Wild Basin Boozy Sparkling Water, will rollout in Colorado and North Carolina in January.

“Our goal is to introduce something that can help grow the category and give drinkers a true craft option in hard seltzer,” Oskar Blues CMO Patrick Daugherty said, via a press release. The brewer is looking to appeal to “active lifestyle consumers” who enjoy being outdoors and socialising and who are also health conscious.

President of Canarchy, Matt Fraser, commented: “The response from both distributors and retailers so far has been tremendous. We’ll do whatever it takes to ensure that we have product in warehouses and on shelves”. In order to do this, the brewer is investing in new canning and packaging lines in order to cope with demand.

Oskar Blues CMO, Patrick Daugherty, added: “Wild Basin is unique in that it challenges some existing category conventions. Our goal is to introduce something that can help grow the category and give drinkers a true craft option in hard seltzer”. Wild Basin Boozy Sparkling Water will launch in Colorado and North Carolina in January and is due to be rolled out nationwide in the coming months.

The alcoholic seltzer/sparkling water category is expanding rapidly in the US, inspired by similar movements in low and lower alcohol beer. The market is currently dominated by brands such as White Claw and Boston Beer’s Truly Spiked & Sparkling, however brewers and drinks companies including Wachusett (Nauti Seltzer); Two Beers (Sound Hard Seltzer); M.I.A Beer Company (HRD WTR); Constellation Brands (Svedka Spiked Premium Seltzer); AB InBev (SpikedSeltzer), and Diageo (Smirnoff Spiked Sparkling) have all released examples.