Vizzy gets colorful packaging refresh for ‘23

From MolsonCoors & Alex Parker:

Vizzy Hard Seltzer is bringing a whole new vibe in 2023.

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The hard seltzer brand from Molson Coors Beverage Company is shaking up its look and lineup next year, realigning its portfolio to draw in more consumers at retail.

“We know consumers love Vizzy’s vibrant dual flavors, so we saw a natural opportunity to give each pack its own vibe,” says Liz Cramton, Molson Coors’ director of marketing for hard seltzers. “We’ve got a great foundation of core flavors, and we’re building on them even more.”

Vizzy’s new look includes reshuffling the flavors in its two primary variety packs, so each pack has a distinct vibe. Its new orange Vibrantly Tropical pack features Pineapple Mango, Papaya Passionfruit, Blueberry Pomegranate and Strawberry Kiwi.

The bright blue Refreshingly Berry pack, meanwhile, includes Blackberry Lemon, Black Cherry Lime, Watermelon Strawberry and Raspberry Tangerine.

“Vibrantly Tropical is like a vacation in a can, bringing island vibes whenever you need it. Refreshingly Berry is great for hanging out on the patio during the day or the rooftop by night,” Cramton says.

Also getting an update are Vizzy’s lemonade variety pack – renamed Tangy Lemonade and featuring bright yellow packaging – and its mimosa pack, now branded with magenta packaging as Sparkling Mimosa.

“We wanted each pack to stand out on shelves so when consumers go to shop, they instinctively know a Vizzy pack when they see it,” Cramton says.

Vizzy made a splash with its debut in 2020, boasting bold flavors and bright-orange packaging that set it apart from what at the time was a sea of white in the booming hard seltzer segment. And the brand sees its dual flavor offerings as a differentiator, as more consumers seek out unique hard seltzers, Cramton says.

This year, Vizzy, the No. 5 hard seltzer in the U.S., has successfully fended off challenges from competitors, moving 54% more volume than the No. 6 brand, Michelob Ultra Hard Seltzer, according to IRI data for the 13 weeks that ended Nov. 20. What’s more, it’s outperforming Bud Light Seltzer in key markets like Chicago and Atlanta, where Vizzy sold 47% and 44% more cases respectively, according to 13-week IRI data through Nov. 13.

And even though the segment has slowed over the past two years, it remains a force in the overall beer industry, Cramton says. Vizzy’s refreshed look for 2023 underscores Molson Coors’ confidence and commitment to the brand – and the segment.

“We see a lot of opportunity in the segment. That’s why we are investing and evolving,” she says. “There are many new competitors out there, which is why we need to stand out even more.”

In 2023, along with its updated packaging, Vizzy is looking to make a splash in culture. It recently signed on as the official hard seltzer of the Professional Pickleball Association, one of the leading pro leagues of America’s fastest-growing sport.

“We feel really confident in the brand, and we continue to see that consumers like our flavors and love our vibes,” Cramton says. “The Vizzy Gang is strong.”