Canned cocktails are making a splash. Beer companies, drawing from previous success with hard seltzer, are getting in on the craze.
debuted a classic-style margarita canned cocktail made with Blanco Tequila and lime juice.
"Bringing a big brand into a fast-growing category where not all the brands are immediately recognizable is a big opportunity," said Heineken Chief Marketing Officer Jonnie Cahill."The rate of sale per store is beating our expectations. It's almost double what we expected," Cahill said, adding that the company hopes to expand to more states and introduce more flavors following this"promising start.", is also enjoying success with its foray into the space.
Fabricio Zonzini, the president of Anheuser-Busch's beyond beer unit, said that while the company hasn't given up on hard seltzer"fast-growing RTD spirits continue to become a bigger focus area for us, with Cutwater being our top priority."Beer companies have their sights set on spirits as sales for hard seltzers, which typically contain malt-based alcohol, taper off.
Chris Swonger, the CEO of DISCUS, said more beer companies"recognize that beverage alcohol consumers are gravitating toward spirits and choosing convenient ready-to-drink products made with premium spirits." The DISCUS report found that for the 12th consecutive year, these spirits and others gained market share over beer and wine, rising 1.7 points to 41.3% of the total beverage alcohol market.last year that the boom for hard seltzer"wasn't going to grow forever."
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