Beer with a splash of seltzer is hitting shelves in the US under the Leinenkugel beer brand by Molson Coors. The new “Spritzen” touts an effervescent beer-forward taste with the clean finish and subtle fruit flavors. The hybrid comes when hard seltzers are enjoying a burst in NPD, a trend that began in North America and is expected to take hold in other parts of the world.
“The Jacob Leinenkugel Brewing Company has been brewing for 153 years and has never brewed anything like Spritzen,” says Dick Leinenkugel, President of the Jacob Leinenkugel Brewing Company and fifth-generation family member. “Leinenkugel’s has always prided itself on pairing German tradition with American innovation and Spritzen is a fine example of that. For those who love our Shandies, these beers are direct descendants with a lighter and even more refreshing spin.”
Hard seltzers were noted as a key trend of March 2020 by Innova Market Insights, as consumers continually seek out low-sugar, better-for-you beverages. In addition, the market researcher has highlighted “Hello Hybrid” as a Top Ten Trend in 2020, with manufacturers blending taste and functionality. Blended beverages seeking to bridge health and adventure are booming in the FMCG sector.
In line with the trend, Spritzen boasts only 93 calories, less than leading hard seltzers, and no sugar or artificial ingredients. The hybrid beverage retains the crisp taste of beer with fewer calories than other alcoholic seltzers, according to the company.