The Weekly Sip: Vita Coco splashes into strawberry | Gen Z loving RTD soft drink crossovers: report

Strawberry coconut fields forever

Vita Coco is taking its star ingredient and giving it an extra summer twist with its newest product launch.

The New York City-based company, which has made milk, water and juice from the coconut, is taking the creamy liquid and combining it with strawberries. The Vita Coco Treats coconutmilk beverage is touted as an offering for those moments when a person craves something “light, sweet and satisfying.”

“Everyone needs a little treat once in a while,” Jane Prior, chief marketing officer at The Vita Coco Company, said in a statement. “We set out to craft a tasty and refreshingly indulgent coconutmilk drink for when people are looking for something a little sweet that they can still feel good about indulging in.”

In an email to Food Dive, Prior said “permissible indulgence” is a new occasion for the company’s product line.

Vita Coco Treats launched on April 10 exclusively at Target stores. They will later debut at Costco and on Amazon this spring. It will be a permanent item in the beverage maker’s lineup.

— Christopher Doering

Gen Z drinkers enjoy soft drinks that cross into alcohol: report

Popular soft drinks that have entered into the RTD alcohol space are drawing the attention of younger drinkers, according to a new report released by Circana.

The sales of these offerings increased by 435% between 2021 and 2023, with more than $600 million in sales last year, Circana said. The report pointed to Topo Chico Hard Seltzer, Jack Daniel’s with Coca-Cola, Monster Beast Unleashed hard tea, Simply Spiked and Dunkin’ Spiked as drinks furthering the trend.

Soft drink juggernauts like Coca-Cola and PepsiCo are using RTD drinks to grow their presence in the alcohol space through partnerships with industry leaders such as Molson Coors, Boston Beer and Brown Forman. Another soda-turned-booze offering, Hard Mtn Dew, has seen success since its launch in 2022.

According to the Circana report, the ready-to-drink beverages category has more than tripled since 2018. While malt hard seltzer sales have softened in recent years, they remain popular with consumers between the ages of 21 and 34. The data showed nearly a third of sales among that age group in the RTD space — compared to 22% for spirits-based seltzers and 15% for RTD cocktails.

Interest in drinks infusing premium spirits is growing, according to Circana, particularly those with fun and unique flavors. The report pointed to BuzzBallz, the RTD pre-mixed canned cocktail brand purchased for an undisclosed amount by Fireball maker Sazerac last month, as helping to drive popularity in the category.

“Exciting flavor profiles will remain a key driver of innovation in this space,” said Scott Scanlon, vice president of alcoholic beverages at Circana. “Brands that want to remain competitive should explore opportunities to elevate their offerings, incorporating premium ingredients and packaging.”

— Chris Casey

Zero-proof drink seeks to combine the experience of wine and weed

Premium Blend is hoping to get two consumer groups — wine lovers and THC enthusiasts — on board with its new boozeless beverage.

The wine-based liquor alternatives company announced its dealcoholized zero-proof sparkling wine, CannaVinus, designed to be paired with cannabis. While the drink does not contain THC, it features terpene ingredients with “therapeutic properties” according to Premium Blend, including limonene, caryophyllene and pinene.

In a statement, the wine company’s co-founders said the product was designed to boost the social experience of consumers who do not wish to consume alcohol. They also pointed to the ease of obtaining the beverage without barriers as another plus because it does not contain alcohol. 

Terpenes are found in cannabis sativa and help craft a plant’s aroma. Some terpenes contain antioxidant and anti-inflammatory properties, according to hemp biotechnology company GVB Biopharma.

CannaVinus joins other low-alcohol wine-based products in Premium Blend’s portfolio that give consumers another option beyond higher-proof spirits. These include drinks that purport to feature the taste of tequila, Irish whisky and rum, with a much lower alcohol content.

The launch of CannaVinus comes as more cannabis-infused beverages and nonalcoholic drinks reach the market as younger consumers seek more variety and occasions for their adult beverages.

— Chris Casey