La Coca-Cola hard seltzer it may be one of your most risky novelties in Spain. Not surprisingly, it is his first alcoholic drink. He hopes to achieve good sales results after the successes in the United States. Will it be able to compete with other refreshing summer drinks like vermouth? Will it be stamped as it happened with the extinct Coca Cola Life? Let's see what this fashionable category is all about.
Coca-Cola bets on a booming market
This alcoholic drink has a low alcohol content, between four and ten degrees. In addition, it is more refreshing than beer or cider. It is nothing other than Carbonated water with some alcohol y fruity flavor. Normally their marketing refers to the few calories it contains since it lacks gluten (unlike beer). This last aspect makes celiacs an important market niche. To this we add the low sugar content and we already have a sales success. In the US it has already worked. We will see how it unfolds in Spain.
In the American case, we can count up to 60 brands that have existed since 2013. Those who have promoted its consumption have been young people. We must also take into account the role played by y when promoting these brands. Its growth is such that companies have already decided to expand into other markets. In fact, Coca Cola launched its hard seltzer in Mexico six months after coming up with it. To get an idea of the rise of this product, we can refer to the figures. The consulting firm Nielsen estimates that its growth was of 250% en 2019!
Recent phenomenon in Spain
La Coca Cola hard seltzer It is the last surprise that the North American giant hits us. The market for this drink is on the rise and more and more companies are racing. Another example in Spain would be the Glowy by Mahou. It is its own version released last October. Thus, both beer giants as those of the world of the soft drink know the panorama. They are aware of the benefits of being the first to invest in this drink.
They also recognize the economic difficulties facing a country devastated by the consequences of the coronavirus. If, despite this, they consolidate, they will be able to dominate this market in future boom times. They are not the only brands, since smaller companies have already experimented with this drink. The brewery SAVIS from Malaga, for example, recently began to market it as well.
What is Coca-Cola's hard seltzer like?
Is called little Mole and has been developed by a group of experts from around the world. These joined alcohol, gas and natural aromas to the water. The result was three varieties of the new product. The family is made up of: Lime-Lemon, Cherry Açai (cherry and açai) and tropical mango. Each of the cans will have 96 calories, two grams of sugar and an alcohol content of 4'7%. The first countries where it was released after its design in the US were Mexico y Brazil. It was added Costa Rica less than a month ago.
The company is aware that other brands highlight the "healthy" properties of these beverages. However, it is committed to responsible marketing so that the public consumes what they consume. The key is that whoever buys it has enough information to take it consciously. its Politics Global Responsible Marketing and Alcohol also watch because smaller are not the recipients of your marketing campaigns.
Undoubtedly, the Coca-Cola hard seltzer It is part of a trend that has already lingered in the United States. As is often the case, these sooner or later arrive in Europe as well. It remains to be seen how the hegemony of drinks such as beer and red in the Spanish deployment of little Mole. Will it crash with a crash? Will it become the benchmark summer drink of a new generation? The arrival of these drinks in Spain is very recent. So, we can only wait to see how your sales evolve.
