Basic Babe hard seltzer has released an eight-pack that packages two flavours – Watermelon and Every Berry – to boost consumer trialling as the brand celebrates national distribution in 450 stores.
Every Berry was added to the Basic Babe line-up in November last year. It features notes of fresh raspberries and strawberries, offering a harmony of tangy, tart and sweet flavours. It joins Basic Babe Ginger & Lime and Watermelon.
Founder Mark Collins said he was confident the move to offer a mixed pack would help drive volume for retailers. Most alcoholic seltzers in Australia are sold in single-flavour packs, but according to Danny Brager, former Nielsen Senior Vice-President, US Beverage Alcohol Practice, one of the keys to alcoholic seltzer’s success in the US has been that it offers a variety of flavours. Two thirds of alcoholic seltzers in the US are marketed in mixed packs.
“Summer has gone very well so far,” he said. “Basic Babe is absolutely holding its own among a pretty busy category. We have had some epic support from the indies. The next few months is super exciting with some additions to the current offering going live and a full new range of NPD hitting the shelves.”
Matt Redin, Marketing Manager at Vintage House Wines & Spirits, which distributes Basic Babe, added: “In a new market segment that has moved and evolved at a rapid rate the team at Basic Babe have adapted and moved to quickly hook into the latest trends and stay ahead of the pack with new packaging options and flavours.”
The Basic Babe 8 Pack has an RRP of $36.
Categories: New releases