The Weekly Sip: Anheuser-Busch, Constellation target Gen Z with summer brews
The Weekly Sip is Food Dive’s column focused on the latest news in the rapidly changing and growing beverage sector. From inaugural product lines to big investments and controversial topics, this column aims to quench the thirst for developments in the category.
Anheuser-Busch relaunches viral apple beer
“Bapple” is back, much to the delight of its cult following.
Busch Light Apple was first released by Anheuser-Busch for a limited time in 2020 and quickly grew a fanbase, particularly among college drinkers. The light beer, which features a sweet, crisp apple flavor, will be back for a limited time starting this month.
Krystyn Stowe, the head of marketing at Busch, said in the press release 33% of comments on Busch Light’s social media posts for the last few years were from drinkers urging them to bring back the flavor.
As a growing number of consumers seek out lower alcohol varieties of beer, big players in the industry are relaunching or debuting light versions of their staple products, including Pabst and Miller High Life.
Limited-time launches allow beverage companies to shake up their product lineups with new flavor combinations while also inducing scarcity and drawing attention back to the brand’s core offerings.
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Courtesy of Constellation Brands
Corona sets sights on Gen Z with Sunbrew
Corona is offering drinkers a new light beer with a citrus twist.
Constellation Brands has launched Corona Sunbrew Citrus Cerveza nationally. The drink first launched last summer as a test in the Northeast. The light beer contains 4.5% alcohol by volume and is brewed with real orange and lime peels, plus a splash of orange and lime juice.
Corona developed the drink after observing that Gen Z consumers personalize their drinks to their taste by mixing different beverages and flavors, Rob Nelson, the brand’s senior vice president of marketing, said in a statement.
“After Gen Zers showed an 86% repurchase intent during our initial regional launch, we cannot wait to see the response now that Corona Sunbrew is rolling out nationwide,” Nelson said.
The response comes as the beer industry grapples with Gen Z consumers who are drinking less alcohol than previous generations, or leaving the category for other options such as canned cocktails. Members of Gen Z drink roughly two-thirds of the amount of beer consumed by millennials, according to Statista data.
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Courtesy of Don't Quit
Keurig-backed startup packs protein into soda
Sports drink maker Don’t Quit is tapping into the protein craze with a drink aimed at standing out in the crowded healthy soda sector dominated by brands like Poppi and Olipop.
The brand launched Protein Soda that mimics the taste of classic sodas while providing protein. The drinks contain zero sugar, artificial flavors or high fructose corn syrup. The line arrives in four flavors: Orange, Root Beer, Fruit Punch and Grape.
Don’t Quit’s sodas contain 20 grams of ultra-filtered whey protein isolate in its 16-ounce cans, and 15 grams of protein in its 12-ounce cans.
The drinks will be available in July at stores such as Walmart, Albertsons and 7-Eleven.
Keurig Dr Pepper became a minority investor in Don’t Quit after the brand’s launch in 2020, giving it a noteworthy stamp of approval in the beverage category. Don't Quit also sells energy drinks and protein shakes that target bodybuilders.
Protein continues to drive new product growth in the food and beverage industry, including bars,waffles and popcorn. Bringing it into soda creates a novel opportunity for consumers looking for better-for-you alternatives in a category dominated by sugar-laden offerings.
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