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johnboothus · 4 years

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Is the Summer of Hard Tea Brewing?

What will be the next hard seltzer? That is the multi-billion-dollar question for alcohol producers.

It’s hard to imagine now, but if you’d posed that question this time last year, many in the alcohol industry might have assumed you were asking for the next flash-in-the-pan “innovation.” Now, with sales still surging, it’s overwhelmingly clear hard seltzer is no fad. As the wave of its enormous success crescendos, multiple producers are betting on the next competitor: hard tea, a ready-to-drink spiked beverage flavored in still and sparkling form.

Hard tea is not a nascent subcategory by any means. According to Nielsen data, hard tea sales reached $436 million in 2019, and they’re continuing to grow this year. In the 18 weeks leading up to July 4, hard tea sales surpassed $200 million — almost half of 2019’s total.

This remarkable growth has almost entirely come from two market leaders, Boston Beer’s Twisted Tea (launched in 2001) and Molson Coors’ Arnold Palmer Spiked (launched in 2018), but neither of these brands align with the formula that’s seen so many flock to hard seltzer. Each contains more than 200 calories and over 20 grams of sugar per 12-ounce serving; that’s double the amount of calories of the average hard seltzer, and between 10 to 20 times more sugar.

Many alcohol brands see this as an opportunity — a “better-for-you” beverage in the already-established hard tea subcategory that mimics hard seltzer’s low-calorie, low-sugar formula. With multiple such products already released this year, could this signal that the summer of hard tea is brewing?

Hard Tea: A Hard Seltzer Alternative?

Producers wishing to appeal to health-conscious drinkers currently have two options: compete in the now-saturated hard seltzer space or differentiate. With well-established brands like White Claw and Truly already dominating hard seltzer sales, many producers may feel that offering a hard seltzer alternative is the easier route to success.

“When seltzer became this big story and everybody said ‘the future of alcohol is seltzer,’ we felt as though we were seeing something different,” says Daniel Goodfellow, chief marketing officer at Crook & Marker. “We thought that seltzer was just getting the party started, demonstrating there is such a thing as an alcoholic beverage that consumers can drink and not feel guilty about. But as in every other beverage category, flavor is what’s going to pull them through.”

Goodfellow makes an important point: For regular drinkers of products like LaCroix, hard seltzer’s flavor profile is a familiar one. But for others seeking low-calorie booze, subtle hints of fruit may not be sufficient on the flavor front. If hard seltzer is the alternative to beer, then hard tea is an alternative to hard seltzer.

Crook & Marker currently offers five lines of low-calorie alcoholic beverages brewed from ancient grains, such as quinoa and amaranth. One of its lines, Spiked & Sparkling, closely resembles a hard seltzer (and bears striking resemblance to Truly’s original brand name). The other four — Spiked Tea, Spiked Lemonade, Spiked Coconut, and Spiked Soda — have bolder flavor profiles. The brand’s teas, lemonades, and coconut beverages have been the main drivers of the company’s 300-percent retail sales growth over the past year, Goodfellow says.

Other brands are betting on bolder flavor profiles as a hard seltzer alternative as well. In February, AB-InBev’s craft beer unit, Brewers Collective, launched a new line of products called LQD. Described as Brewers Collective’s “first craft beyond beer platform,” LQD debuted with four spiked products: two flavored green teas, a hibiscus lemonade, and an agave limeade.

Brewers Collective devised these products after in-house market research showed consumers were seeking hard seltzer alternatives at its on-premise locations. “Across the country, consumers were coming into our craft breweries and brewpubs and asking for seltzers, but also asking for different types of beverages,” says Lindsey Willey, director of beyond beer for Brewers Collective. LQD’s teas, lemonade, and limeade have low-calorie, low-alcohol qualities akin to hard seltzers, but offer “a more flavorful or fruit-forward option,” she says.

In June, Rhode Island’s Narragansett Beer launched its own hard tea in collaboration with local lemonade brand Del’s. Narragansett’s CEO, Mark Hellendrung, says the decision to launch a hard tea rather than a hard seltzer came from not wanting to become another “me too” offering in the seltzer space. Hellendrung describes the initial consumer response to Del’s Rhode Island Hard Tea as exceeding the company’s “wildest expectations.” (Narragansett’s Del’s Shandy, a half-lemonade, half-beer is also made with the local brand.)

“Right now, because it’s doing so well, we’ve had to really restrict where we’ve shipped it,” Hellendrung says. (Del’s Rhode Island Hard Tea is currently distributed in nine states, with more markets soon to follow.) “We’re producing a lot more in August and September and we’ll be able to release it full-throttle in September,” Hellendrung adds.

Learning from Non-Alcoholic Beverage Preferences

Tea is not the only non-alcoholic beverage to receive the spiked treatment in the wake of hard seltzer’s success. Many producers have also turned to lemonade and limeade (such as Crook & Marker and LQD), while others are instead adding ABV to coffee and kombucha.

A skeptical take on this trend could be that these brands are hoping for success by virtue of the now- recognizable “hard” moniker. But many producers say there’s strong evidence in the non-alcoholic RTD space to suggest that tea is a particularly potent candidate for spiking.

In July, Pabst Blue Ribbon (PBR) introduced a 100-calorie, peach-flavored hard tea following in-depth consumer research and over a year of development. “The non-alcoholic iced tea category gives us some clues about consumer preferences,” says John Newhouse, PBR’s brand manager. “In our research, we learned that over one-third of millennial and Gen Z consumers would be interested in trying a sparkling tea drink, especially if it contained a lot less sugar than the best-selling teas on the market.”

Newhouse continues: “The hard seltzer segment is obviously booming and here to stay, so better-for-you alcoholic drinks are proving to have a lasting place in the market. Compiling all of these data points gave us confidence that our lower-calorie, bubbly hard tea could gain traction.”

New York-based entrepreneur Kyle Cooke was also inspired by the popularity of non-alcoholic iced teas when starting his hard tea and spritz cocktail brand Loverboy in 2018. “For me, there’s a huge opportunity for hard tea because if you go into a supermarket or a grocery store, there’s an entire cooler dedicated to ready-to-drink, non-alcoholic tea products,” Cooke says. In contrast, when you browse the alcohol section, there’s “basically one [tea] option,” he adds.

“Twisted Tea has 93 percent of the hard tea market share and it’s gone uncontested for 20 years,” Cooke says. Not only does this prove that tea can succeed as an alcoholic beverage, it also offers a previously untapped opportunity.

Given Twisted Tea’s high-calorie and high-sugar formula, it’s safe to assume that it’s not traditional hard seltzer drinkers who have driven hard tea’s growth in recent years. But with an increasing number of low-calorie options in the segment, such as Loverboy, LQD, and PBR, hard seltzer drinkers could be tempted to switch to hard tea. And with consumers’ healthy perception of tea, a spiked version could perhaps be even better placed than hard seltzer to succeed as a “better-for-you” alcoholic beverage. “That was really the genesis of Loverboy,” Cooke says.

The Future of the “Beyond Beer” Space

The combination of hard tea’s stronger flavors, the popularity of non-alcoholic iced teas, and our perception of tea as “healthy,” make it a compelling contender to compete with hard seltzer. But with the former’s head start in the market, can hard tea ever approach the status of spiked sparkling water, or incite the cultural phenomenon that spawned viral memes and YouTube videos? Some producers say, yes.

“Sparkling water is a $22 billion category right now. Iced tea is a $24.5 billion category,” says Jennie Rips, co-founder of Owl’s Brew, a New York-based company partially funded by AB InBev’s venture capital arm, ZX Ventures. Owl’s Brew offers low-calorie canned “boozy teas,” as well as tea-based, non-alcoholic cocktail mixers. “If you look at that, and look at where spiked seltzer is now, I believe [hard tea] will be a major, major category,” she says.

Owl’s Brew co-founder Maria Littlefield adds, “Over the years, we’ve seen a lot of trends that started non-alc transfer over to alcohol four or five years later.”

For Crook & Marker’s Goodfellow, the question is not whether hard tea can compete with hard seltzer, but whether a range of “better-for-you” spiked drinks — seltzer, tea, lemonade, and low-alcohol canned cocktails — can one day compete as a combined category.

“I truly believe that when the history books are written, 2019 will be the year that everybody woke up to the emerging ‘better-for-you’ alcohol category,” he says. “But 2020 [will be] the beginning of its true maturation into a multifaceted category. Just like any mature category, such as beer, there’s room for everyone in that scenario.”

The article Is the Summer of Hard Tea Brewing? appeared first on VinePair.

Via https://vinepair.com/articles/hard-tea-trend-summer-2020/

source https://vinology1.weebly.com/blog/is-the-summer-of-hard-tea-brewing

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isaiahrippinus · 4 years

Text

Is the Summer of Hard Tea Brewing?

What will be the next hard seltzer? That is the multi-billion-dollar question for alcohol producers.

Hard Tea: A Hard Seltzer Alternative?

Learning from Non-Alcoholic Beverage Preferences

The Future of the “Beyond Beer” Space

Owl’s Brew co-founder Maria Littlefield adds, “Over the years, we’ve seen a lot of trends that started non-alc transfer over to alcohol four or five years later.”

The article Is the Summer of Hard Tea Brewing? appeared first on VinePair.

source https://vinepair.com/articles/hard-tea-trend-summer-2020/ source https://vinology1.tumblr.com/post/624179164374794240

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delfinamaggiousa · 4 years

Text

Is the Summer of Hard Tea Brewing?

What will be the next hard seltzer? That is the multi-billion-dollar question for alcohol producers.

Hard Tea: A Hard Seltzer Alternative?

Learning from Non-Alcoholic Beverage Preferences

The Future of the “Beyond Beer” Space

Owl’s Brew co-founder Maria Littlefield adds, “Over the years, we’ve seen a lot of trends that started non-alc transfer over to alcohol four or five years later.”

The article Is the Summer of Hard Tea Brewing? appeared first on VinePair.

source https://vinepair.com/articles/hard-tea-trend-summer-2020/

source https://vinology1.wordpress.com/2020/07/20/is-the-summer-of-hard-tea-brewing/

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wineanddinosaur · 4 years

Text

Is the Summer of Hard Tea Brewing?

What will be the next hard seltzer? That is the multi-billion-dollar question for alcohol producers.

Hard Tea: A Hard Seltzer Alternative?

Learning from Non-Alcoholic Beverage Preferences

The Future of the “Beyond Beer” Space

Owl’s Brew co-founder Maria Littlefield adds, “Over the years, we’ve seen a lot of trends that started non-alc transfer over to alcohol four or five years later.”

The article Is the Summer of Hard Tea Brewing? appeared first on VinePair.

source https://vinepair.com/articles/hard-tea-trend-summer-2020/

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marketinghero · 5 years

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Hovis is bringing its iconic 1973 advert ‘The Bike Ride’ back to TV screens as the British breadmaker looks to stir up brand love among a new generation. The original collaboration between Hovis, creative agency Collett Dickenson Pearce (CDP) and director Sir Ridley Scott depicts an old man recalling his days as a baker’s boy struggling to push his bike up a cobbled hill. By mining the brand’s rich heritage CDP came up with the classic tagline: ‘Hovis: As good for you today as it has always been’. Now, 40 years since the ad first aired, ‘The Bike Ride’ (otherwise known as The Boy on the Bike) is returning to TV screens tonight (3 June). It uses footage remastered by the British Film Institute and a re-recording of the soundtrack – Antonín Dvorak’s New World Symphony – performed by descendants of the original Ashington Colliery brass band from 1973. Despite being four decades old, affection remains strong for ‘The Bike Ride’. Last year, it was crowned the nation’s favourite advert from the 1970s in an exclusive Marketing Week and YouGov Omnibus poll. Then, in May, the advert was named the most iconic of the past 60 years, according to research released by Kantar. Some 22% of the 1,200 UK consumers questioned said The Bike Ride was the most seminal ad of the past six decades, while a further 15% described it as the most emotional. “It puts into question, what’s been going on in the advertising industry for the last 40- plus years,” jokes current Hovis marketing director, Jeremy Gibson. Gibson believes a mix of nostalgia, a great creative concept and dedication to the craft have driven enduring affection for The Bike Ride over the past 40 years. Compared to the way ads are shot today, with multiple scenes and often aggressive price messaging, Gibson believes the advert stands out as something different. “Watching the original 45 seconds of that ad it’s almost a moment of pause and that’s why it has cut through as advertising has evolved and changed… because it becomes almost timeless and it’s a heart-warming thing to watch,” Gibson tells Marketing Week. “It celebrates a time in the advertising world when emotion and feel were much more important than ‘our phone is faster’ or ‘our product is cheaper’.” While the research highlighted an enduring love for the ad, Gibson explains it also felt like the right time to bring back The Bike Ride as it conveys a sense of there having been a healthier time as today’s society feels increasingly divided. READ MORE: How Hovis’s 1973 ad ‘The Bike Ride’ kickstarted its route to household name Going back in time Gibson is keen to show that Hovis is not just as a company with a nice ad but a brand with real depth and genuine history. To help tell this story, the re-release of The Bike Ride will be supported on social media with additional footage, including interviews with Hovis’s marketing director in the 1970s, Alan Hepburn, and director Sir Ridley Scott. Hepburn’s brief back in 1973 was to create an ad that would allow Hovis to tug at the audience’s heartstrings, rather than simply being obsessed by taking sales volumes from X to Y. “I asked Alan about how they wrote the brief back then compared to how we write it now and it was less around taking numbers, it was more about ‘we just want more consumers to love Hovis’. That’s a really simple brief but really hard to execute,” Gibson explains. “They absolutely hit the nail on the head with not just a great execution, but also a hell of a director who, from talking to Alan, took control on the day and told the client to just sit over there, which was fascinating to hear.” The filming of ‘The Bike Ride’ in 1973.Scott recalled the very end of the third day on location at Gold Hill in Shaftesbury, Dorset, when the clouds were coming in and all the equipment went back in the van. Then suddenly the sun came out and he told everyone to unpack for a re-shoot. Hepburn remembers that moment vividly as he was about to set off home in his car and suddenly there was a “palaver” as the team reset the entire shoot in order to capture the sunlight. Gibson marvels at the “level of love, care, passion” displayed by the brand, agency and director, which he believes comes through in the quality of the advert. This is the first time Hovis has revisited its Bike Ride roots since the 2008 campaign ‘Go on Lad’. The two-minute film follows a young boy running with a loaf of Hovis through history, from the sinking of the Titanic and World War I, to VE Day street parties, miners strikes and the Millennium celebrations. The advert ends with the classic line ‘As good today as it has always been’. Since then, Hovis has cut its range of pancakes, crumpets and muffins to focus on the quality of its core bread products. There is still growth to be had in the UK bread market, which in 2018 rose in value by 0.7% year on year to £3.5bn, according to Mintel figures. Pre-packaged bread represented 70% of the total volume sold. In September Hovis launched a new seeded batch, tapping into what Mintel describes as the trend for “bread with bits”, a category that contributed more than £30m to the sales of bread in 2017-2018. To support this clear focus on the core product, last year Hovis released ‘It’s Just Bread’, a campaign focused on bread as an everyday product. While the campaign did raise brand awareness, Gibson feels that, on reflection, the message was not as “pinpointed” as they would have liked. “We’re moving now into celebrating our product and our category, as opposed to making it a bit more every day. That’s what we’ll continue to do and using this Boy on the Bike relaunch as a bit of a springboard to do that,” he adds. Why an iconic ad can be a double-edged sword The advert itself, combined with the subsequent place it created for Hovis in the fabric of British culture, was the main reason Gibson wanted to join the bakery business as marketing director in December 2018. Excited about taking a brand with 130 years of heritage through its next stage, Gibson came on board at Hovis following two years as group head of marketing for Innocent Drinks. Prior to that he worked for three years as marketing director at PepsiCo, leading the juice and cereals teams, following five years at Molson Coors, which included a stint as global brand director. Having worked outside the Hovis business, he appreciates that an advert like The Bike Ride is a powerful asset for any brand and something other marketers would “break their arm for”. Speaking to Marketing Week last year, Alan Hepburn credited the The Bike Ride with kickstarting the baker’s transition into a household name. READ MORE: Sir Ridley Scott on why the 1970s was the ‘golden age’ of advertising Gibson accepts that working for a brand which such an iconic advert in its cannon can be a bit of a “double-edged sword”. “If you didn’t have it you’d wish you did and if you do have it you go, ‘how do you beat that?’. I’m sure the Cadbury ‘Gorilla’ team thought the same thing and the guys who came in after Guinness did their ‘Surfers’ ad thought, ‘right what do we do next?’. It’s really tricky one,” Gibson reflects. “My perspective is it’s about being true to the positioning of the brand and almost dissecting what The Boy on the Bike did and thinking, how do you take those elements and bring them to life?” Looking at the competitive set in a “dynamic” bread category characterised by own brands and big names vying for shelf space, Gibson hopes the re-release of The Bike Ride will appeal to loyal fans, as well as winning over new customers attracted to the brand’s identity as an authentic British baker. The post Hovis brings its iconic ‘The Bike Ride’ ad back to TV appeared first on Marketing Week.

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fycanadianpolitics · 8 years

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The union is encouraging a boycott of three American brands the company produces: Miller Lite, Miller Genuine Draft and Coors Banquet.

Robert Folk, president of the Canadian Union of Brewery and General Workers Local 325, which represents the 320 striking workers at the Etobicoke brewing plant, said the union is looking for improvements to its graduated pay scale system.

He said the union has offered multiple concessions, including reduced overtime pay, straight time weekend pay and worker pension contributions.

“We were not looking for massive gains,” Folk said. “We were looking to maintain what we had and maybe move a few things around to benefit us.”

The union held a “solidarity barbecue” on the picket line Thursday to put pressure on the company. [...]

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nitindhage48 · 4 years

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Beer Processing Market Analysis, Size, Share, Growth, Industry Demand, Trends, Forecast To 2024

Beer Processing refers to a complex fermentation process by which malt beverages such as Beers, ale, and lagers are brewed or produced. Different than other industrial fermentation, beer processing is about meticulously bringing perfect flavor, aroma, clarity, color, adequate amount foam, and foam stability. Also, the percentage of alcohol is an essential factor with the finished product.

Beer processing involves many proven technologies and techniques by combining them every step of beer production is enriched. Steinecker process is one such technology used over decades on a global level. Producers increasingly demand futuristic technologies that can help in brewing special beers, while increasing yield and lowering energy consumption. Accordingly, technology providers are presenting unique ideas and equipment required.

Beer is one of the largely preferred brews, and witnesses continued demand all over the world. Beer sales rise pervasively despite regulatory hurdles, and increasing disposable incomes that lead to higher spending is the main reason. Besides, the rapid urbanization and changing consumption patterns, and developing trends of socializing among youngsters are fostering the beer sales.

As a result, beer processing has become a mainstream business, and many brewers join the bandwagon, bringing their flavor to the market. However, these new entrants need to consider some crucial points while starting a new beer processing business. Many micro-brewers are coming up, focusing only on the quality of the beer and varieties. Subsequently, the beer processing market is growing continually, witnessing many product launches.

Key Players: The report has profiled various noteworthy players in the global Beer Processing market. This includes the analysis of various strategies adopted for expansion and an upper hand over their rivals.

Request a Free Sample Report, click Here @ https://www.wiseguyreports.com/sample-request/4354597-global-beer-processing-market-growth-status-and-outlook-2019-2024

Paul Mueller

Molson Coors Brewing Company

GEA Group

Alfa Laval

Praj Industries

Krones Group

Heineken

Ningbo Lehui International Engineering Equipment Co., Ltd.

Asahi Group Holdings, Ltd

Anheuser-Busch InBev (Belgium), Carlsberg Group

Tsingtao Brewery Co. Ltd

According to an industry analysis uploaded on the WGR website recently, the ever-flourishing global beer processing market is forecasted to witness a thriving growth by 2024, growing at a striking CAGR during the anticipated period (2019-2024). Ample availability of malt, a vital raw material required in the production of beer is supporting the growth of the market.

Also, variations and improvements in enzyme technologies that are being used in the beer processing have been supporting the growth in this market over the past couple of years. Processing of super premium beers has acquired the continuous surge in its popularity among consumers. With the exceeding sales figures of beers, many brands are now experiencing tremendous success.

Among the regular consumers there includes the health-conscious populace too; whose demand has prompted the market for non-alcoholic beers. Established markets are also witnessing intense shifts in the high-calorie beer market trends and have developed a taste for low-calorie beer further, extenuating the niche segment.

Several players having regional and global presence form the competitive landscape in the market. These players compete on the quality, market reach, financial resources, and pricing, whereas, innovation, brand reinforcement, and mergers & acquisitions remain their prevalent trends.

For instant: On August 07, 2019 – An American brewing company Anheuser-Busch Companies, LLC announced the acquisition of Cleveland-based brewery - Platform Beer Co.

The market is bifurcated into three key segments, such as by products type, by application, and by regions. The segment – product type is further sub-segmented into lager, ale & stout, specialty beer, low alcohol beer, and other beers. The segment – application is further sub-segmented into family, hotel, and others.

By regions, the regional analysis covers North America (United States, Canada, and Mexico), South America (Argentina, Brazil, Colombia etc.), Europe (Germany, France, UK, Russia, and Italy), Asia-Pacific (Japan, China, Korea, India, and Southeast Asia), and Middle East and Africa (UAE, Saudi Arabia, Egypt, Nigeria, and South Africa).

……Continued

Access Complete Report @ https://www.wiseguyreports.com/reports/4354597-global-beer-processing-market-growth-status-and-outlook-2019-2024

Norah Trent

Partner Relations & Marketing Manager

[email protected]

Ph: +1 (339) 368 6938 (US)

Ph: +44 208 133 9349 (UK)

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