Get ready for more Vizzy.
Riding a wave of momentum it built upon launching in 2020, Vizzy Hard Seltzer is set to introduce four new flavors in its second variety pack, which is slated to hit shelves March 1.
Vizzy Variety Pack #2 features four dual-fruit flavors, each with its signature antioxidant vitamin C from acerola superfruit: Papaya Passionfruit, Blackberry Lemon, Watermelon Strawberry and Raspberry Tangerine. It will join Variety Pack #1, which includes Pineapple Mango, Black Cherry Lime, Blueberry Pomegranate and Strawberry Kiwi. Like the original Vizzy flavors, the new versions in Variety Pack #2 each contain 100 calories, 1 gram of sugar and 5% alcohol by volume.
“Vizzy got off to a really amazing start in 2020, but our drinkers have been asking for new flavors, and we wanted to deliver with some new ones that land the delicious taste of Vizzy with our same antioxidant Vitamin C claim,” says Catherine Garabrant, associate marketing manager for Vizzy.
The new variety pack follows last month’s announcement that Vizzy is getting into the lemonade game with the new Vizzy Lemonade, which is slated to launch in April. It will come in four flavors: Strawberry Lemonade, Peach Lemonade, Watermelon Lemonade and Raspberry Lemonade. Each 12-ounce can contains 100 calories and checks in at 5% alcohol by volume.
Vizzy’s expansion comes as it finished 2020 as the No. 5 hard seltzer, despite not launching until April 2020. It finished the year as the No. 5 new item in the entire beer category and has been a mainstay on Nielsen’s Top 10 Growth Brands list.
The move into new flavor varieties also comes as the hard seltzer segment continues to grow – with some analysts predicting the segment to expand by as much as 70% in 2021 – requiring brands to stand out against a crush of competition.
And Vizzy figures to play a key role in Molson Coors’ ambition to corral a 10 share of the U.S. hard seltzer market by the end of 2021, complemented by Coors Seltzer and the imminent release of Topo Chico Hard Seltzer, which Molson Coors is producing and distributing in partnership with The Coca-Cola Company, as well as Proof Point, a spirits-based hard seltzer made with premium ingredients.
“Vizzy has really great momentum,” Garabrant says. “We’re kicking 2021 off on a strong foot, and as consumers try our new flavors, they’re going to love the brand more and more.”