Victory Brewing Company enters hard seltzer segment in the US

US-based Victory Brewing Company has entered the hard seltzer segment with the launch of Victory Waves.

The company said that its new line of crafted hard seltzers will be available in four different flavours including lime, mango, mixed berry, and orange.

Victory Brewing Company chief marketing officer Derek Detenber said: “We know that our consumers are drinking more than craft beer today.  They are drinking across categories. Wine, spirits and hard seltzers are all part of the consideration set in their various drinking occasions.

“And while there are many big players in the hard seltzer space, there is an opportunity to deliver a high-quality seltzer experience that comes from a brand that consumers across our home region identify with.

“Victory’s passion for delivering the best tasting products for those memorable moments in life applies not only to our extensive craft beer offerings, but it also extends to this new line of craft hard seltzers.”

The company claims that all of its four seltzer variants contain natural flavours and are naturally sweetened with monk fruit, creating a more refreshing and crushable hard seltzer.

The drinks are said to be free of gluten and Each Victory Waves contains 100kcal per 12oz can with less than 1g of sugar.

Beginning this month, Victory Waves Craft Hard Seltzer will be available in a 12-count variety pack.

It will be available regionally in Pennsylvania, New Jersey, Maryland, Delaware, Virginia, Connecticut and Washington DC in the US.

At launch, Victory Waves will be supported by a programme called Summer on Repeat.

Detenber further added: “Consumers tell us that the hard seltzer occasion is really driven by bringing people together and having fun, at a bar, in the backyard, at the pool, or at the beach. Another key element of those same experiences is very often music.

“So, we thought this campaign brought two sensorial elements of these memorable experiences together.”