From Crop to Consumption

Vizzy Watermelon launches nationwide in the U.S.

One of the fastest-growing hard seltzers in the category this week is launching its fourth variety pack.

The first-of-its-class watermelon hard seltzer, available in Passion Fruit, Mango, Blueberry and Kiwi, is launching nationwide this week in a variety 12-pack as well as single 24-ounce cans of Passion Fruit.

“We are dialling up refreshment by adding real watermelon juice while maintaining what Vizzy is known for: It’s made with acerola cherry superfruit, which is high in antioxidant Vitamin C,” said Vi Tran, Marketing Manager for the brand. “And we know we have a winner here. More than 9 in 10 of hard seltzer drinkers expressed purchase intent.”

With cans and packaging wrapped in bright pink and green, Vizzy Watermelon is aimed squarely at year-round refreshment. Each 12-ounce can contains 100 calories, 1 gram of sugar and checks in at 5% alcohol by volume.

The new flavour aims to continue momentum behind the brand, which ended 2020 as the number five hard seltzer franchise and has picked up additional share so far in 2021.

Helped by twin launches of its second variety pack and Vizzy Lemonade, which ranks as the second-best-selling lemonade hard seltzer this spring, the Vizzy franchise ranks among the fastest-growing hard seltzers in the U.S., IRI data show.

The decision to launch Vizzy Watermelon was rooted in the idea of bringing “something new and highly differentiated to the hard seltzer space,” Ms Tran said. On top of that, adding another imprint to the Vizzy portfolio makes sense from a retail perspective: Sales data from 2021 show when a retailer carries each of Vizzy’s three variety packs, each moves nearly two-thirds faster on shelves.

“Fans saw this first with the incredible success of our Lemonade variety pack earlier this summer, and now we’re delivering the crisp summer taste of watermelon – a flavour that sets us apart from competitors,” she said. “We’ve got a feeling that our fans are going to enjoy this watermelon pack well beyond summer sipping.”