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Constellation Brands Enters Fast-Growing Hard Seltzer Segment

April 27, 2018

Constellation Brands’ beer division is launching Svedka Spiked premium seltzer in 10 northeastern states early next month. Packaged in 6-packs of 12-ounce slim cans retailing at $10, the malt-based hard seltzers will be available in Strawberry Elderflower and Tangerine Hibiscus flavors, with a third expression, Cucumber Basil, offered in a 12-pack variety pack. Svedka Spiked seltzers are targeted to female consumers, contain 100 calories a serving, and have an ABV of 4.5%. Launch markets include New York, Pennsylvania, New Jersey, Connecticut, Massachusetts, New Hampshire, Vermont, Maine, Rhode Island, and Delaware.

“The hard seltzer category grew five-fold last year and shows no signs of slowing down,” Matt Escalante, senior director of brand marketing, tells Shanken News Daily. Sales of Svedka, the fourth-largest vodka overall in the U.S., rose by 1.9% to 4.4 million cases last year, according to Impact Databank.Terri Allan

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