MillerCoors brand Henry’s Hard Sparkling Water to re-launch in slim cans

Henry’s Hard Sparkling Water is introducing its products in slim cans in March next year to boost market growth.

The brand will release stand-alone six packs of its Lemon Lime and Passionfruit flavours, as well as a variety 12 pack that will include new flavour Strawberry Kiwi.

Henry’s Hard Sparkling Water marketing director Josh Wexelbaum said: “The greatest heat in this category are variety packs. Velocity is faster than typical for six-packs. Consumers coming into the space are still sampling and trying to figure out what they like.”

For the 2018 re-launch, the brand has reduced its product’s calorie content to 88kcal, along with zero sugar and fewer than two carbohydrates per 12oz serving.

Wexelbaum added: “This year, we’ve learned a lot about what works and what doesn’t in the hard sparkling category.”

Henry’s Hard Sparkling Water aims to increase its chain distribution significantly, and plans to increase its media spend with a campaign that will include digital, social, print, and television advertisements.