One of the fastest-growing hard seltzer brands in the U.S. may also be among the best at bringing new drinkers into the segment, a Molson Coors analysis of data show.
Vizzy is up 8% in volume sales year-to-date through May 1, far outpacing segment leaders such as White Claw (-5.3%), Truly (-14.8%) and Bud Light Seltzer (-9.1%), per IRI multi-outlet data through May 1. Along with portfolio mate Topo Chico Hard Seltzer, Vizzy has helped Molson Coors to the fastest-growing portfolio in the U.S.
“Vizzy is on a roll and continues to be one of the fastest-growing hard seltzer brands compared to our competitors in the category,” says Liz Cramton, marketing director for Vizzy. “No matter where we show up, we’re connecting with consumers in a fun and engaging way.”
New innovations from Vizzy, each with its signature antioxidant vitamin C from acerola superfruit, are proving incremental for both the brand and the segment, per an analysis of IRI new buyer panel data for the 52 weeks ending April 17.
- More than a third of buyers of Vizzy’s second variety pack, which includes flavors such as Papaya Passionfruit, Blackberry Lemon, Watermelon Strawberry and Raspberry Tangerine, were new to hard seltzers and 75% new to the Vizzy brand, according to IRI.
- And 52% of Vizzy Lemonade Hard Seltzer buyers were new to the segment, with 79% new to Vizzy, the data show.
The brand, which launched in 2020, has proved one of the most-successful hard seltzer launches in the industry, in part because of its differentiation in the marketplace. Vizzy is sold in bright packaging that stands out on shelf amid a sea of white. It also continues to innovate at a fast pace, quickly delivering a second variety pack and lemonade and watermelon variants in 2021 – each of which remains in market today.
Those extensions contributed 9% of total growth among new innovation for the entire U.S. seltzer segment in 2021, per IRI.
This year, it launched Vizzy Mimosa, the first mimosa-inspired hard seltzer nationwide in the U.S. Made with fruit flavors and real orange juice, Vizzy Mimosa aims to bring even more drinkers into the hard seltzer space.
The brand has proved successful in forging lasting relationships with consumers, data show. Vizzy buyers have proved incredibly loyal. Some 56% of Vizzy buyers are repeat purchasers, per IRI data through January 22. That’s up 11.5 percentage points from a year ago.
And it continues to invest in campaigns that keep the brand front-and-center with consumers. Vizzy last week kicked off a sweepstakes riffing off the astrological event known as “Mercury in Retrograde,” a cultural phenomena that happens a few times annually in which the planet Mercury appears to move backward in the sky in relation to the zodiac constellations.
This, according to astrological myths, tends to lead to bad vibes that result in technology mishaps, frazzled travel plans and misunderstandings with friends and loved ones.
In response, Vizzy partnered with Lisa Stardust, a best-selling author and astrologer, to release limited-time Vizzy Mercury in Retrograde Edition cans, which will be packaged in a Vizzy “Good Vibes Kit.” The kits also contain other charms like a candle, sage, incense and a $15 prepaid Mastercard or the limited-edition cans.
Vizzy fans can enter for a chance to win by sharing their “retrograde woes” at www.vizzymercuryretrograde.com through June 2*.
The brand also will remain active on TV, social and digital airwaves throughout the summer with its “Iz a Vibe” campaign, Cramton says.
“From new innovation like Vizzy Mimosa Hard Seltzer to our lively Iz a Vibe spots and our Mercury in Retrograde special edition cans, we’re building momentum and showing fans how Vizzy packs the positivity in culturally relevant ways,” Cramton says.
*NO PURCHASE NECESSARY. Sweepstakes begins at or about 8:00 AM CST on 5/12/22 and ends at 11:59:59 PM CST on 6/2/22. Sweepstakes includes 3 entry periods. Open only to legal residents of the 50 US/DC. Must be of legal drinking age. For Official Rules, including how to enter, odds, prize details, and restrictions, click on Official Rules and submit your date of birth. Void where prohibited. Msg&data rates may apply.