The No. 1 hard soda in America is going green for the New Year, adding a third flavor that’s set to arrive in retailers starting this week.
Henry’s Hard Lemon Lime is slated to launch nationally on Jan. 8 in six-packs of 12-ounce bottles, joining Henry’s Hard Orange and Henry’s Hard Grape as year-round offerings. The franchise ranks first in the hard soda category by key Nielsen measures, including case volume, velocity and case share year-to-date through Dec. 23, 2017.
“What we know works for us is bright colors and familiar fruit flavors. We’ve seen that work with Hard Orange and Hard Grape, and now with Hard Lemon Lime, which has tested just as well among consumers” age 21 and over, says Josh Wexelbaum, marketing director for the brand. “While other brands seem to take themselves super seriously with dark bottles, serious flavors and an old-timey feel, Henry’s Hard is a light-hearted, fun brand with a clear glass bottle that showcases its bright colors.”
With a hazy neon green appearance and a moderate aroma of citrus, lemon lime and confectionery sweetness, Henry’s Hard Lemon Lime is effervescent and refreshing, a balance of sweet and tart.
Reminiscent of lemon lime sodas, such as Sprite, 7-UP or Sierra Mist, Henry’s Hard Lemon Lime was a hit among legal-age drinkers, faring as well or better in consumer testing than the two top-testing and -performing Henry’s Hard Soda flavors, Hard Grape and Hard Orange. Its launch will be backed with a national advertising campaign planned to begin later in the month that will include television, digital and out-of-home elements, such as billboards and bus stop posters.
The new hard soda, which started hitting retailers’ shelves this week, will replace Hard Ginger Ale and Hard Cherry Cola. Like other Henry’s Hard flavors, Hard Lemon Lime checks in at 4.2 percent alcohol-by-volume.
Henry’s Hard also launched nationally this week single-serve and four-packs of 16-ounce cans of Henry’s Hard Grape, which join 16-ounce cans of Henry’s Hard Orange. Both hard sodas are expected to perform well in concessions settings, such as fairs, festivals, sporting events and concerts, Wexelbaum says.
While overall hard soda sales slipped in 2017, Henry’s Hard Soda retained its leadership position in the category, which Wexelbaum says “is a sustainable, long-term business, and we believe we’re uniquely positioned to remain the leader.”