This break-up season, Vizzy says don’t settle for your hard seltzer

‘Tis the season for looking ahead to the future, and for many that means telling a significant other that things just aren’t working.

In the spirit of break-up season, Vizzy Hard Seltzer, known for its bright orange packaging and antioxidant vitamin C, is encouraging Americans who know they deserve something better to ditch industry sales leader White Claw and cuddle up with Vizzy.

“It’s the time of year when we think about wanting something positive for ourselves, making changes and not just settling for what’s comfortable,” says Vi Tran, marketing manager for Vizzy. “Vizzy wants you to head into 2021 with a better partner, like the first hard seltzer made with antioxidant vitamin C.”

Starting today, Vizzy wants people to break up with White Claw by unfollowing the brand on Twitter and Instagram. Legal-age drinkers can post a picture on Twitter or Instagram showing they no longer follow White Claw, including the hashtags #DeClawTheClaw and #sweeps. The first 5,000 eligible consumers will receive a 12-pack of Vizzy, and one lucky winner will win a year’s worth of the hard seltzer.

“We’re saying, ‘you deserve more,’” Tran says. “There are a lot of hard seltzers out there, but what Vizzy brings to the table is a clear point of difference and a true positive, antioxidant vitamin C.”

While the brand has made its inclusion of antioxidant vitamin C a main selling point, it’s also sought to support social causes. In October, it announced a $1 million donation to the Human Rights Campaign to support its work to advance social change and to end discrimination against the LGBTQ+ community; Molson Coors Beverage Company has a nearly two-decades-long relationship with HRC.

Vizzy, which launched in April, is already the No. 5 hard seltzer in the U.S. and a top five new item across the entire beer and malt category in 2020, according to Nielsen all-outlet and convenience data through Nov. 14.

Now it’s taking aim at the category’s biggest player.