New Belgium Enters The $4B Hard Seltzer Market With a Focus on Cleaner Ingredients: Fruit Smash

From New Belgium:

New Belgium Brewing Company announces their first hard seltzer, Fruit Smash, officially launching nationwide this month.

The craft brewer behind beloved beers Fat Tire and Voodoo Ranger is launching their fresh alternative to “basic” seltzers to shake up the booming $4B hard seltzer category. Though the market has quickly become saturated with options, New Belgium saw an unmet need for an elevated option to address shifts in consumer preferences. As a result, Fruit Smash stands for ingredient transparency with real fruit juice, bold, natural flavors and no artificial preservatives—and a playful brand personality that encourages having fun (responsibly) while at home.