With new Simply Spiked Lemonade, it seems the seltzer boom has looped back around to good old-fashioned alcopops
that the company is here to “disrupt the full-flavor alcohol segment.” With hard lemonade.
Simply Spiked Lemonade, a 5 percent ABV hard lemonade that comes in four flavors, will join Coke’s Fresca Mixed on the shelves, as well as competitors Hard Mtn Dew, Bud Light Seltzer Hard Soda, White Claw hard seltzer iced tea, Twisted tea, and a bevy of canned cocktail brands all positioning themselves to be as easy to bring to a party as a six-pack of beer. Meanwhile, Mike’s Hard Lemonade, king of kings, is looking out at the lone and level sands of his creation.
But also, we’re at the pinnacle of the unmitigated spread of each brand’s IP into every possible iteration of a product, as they rely on brand recognition to flip the switch in a consumer’s head to think “I like their other stuff so I’ll like this too.” Frito-Lay has Flamin’ Hotted every single snack it has. Spindrift is making spiked seltzers, and Truly Hard Seltzer is making fruit punch. I drank a Coca-Cola mocha coffee soda the other day and my body could not compute what was happening.
Eventually this is what supply and demand always curdles into, brands insisting they’re creating something new when they’re just making more and more nearly identical things trying to capture a slice of a rapidly saturating market, an endless supply of products no one really asked for, churned out at a clip that will most likely result in surplus and the destruction of things no one bought. But for now, the result is a different hard lemonade than one you’ve already tasted.
France Dernières Nouvelles, France Actualités
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