Beer Launches Bring New Styles, Flavors and Ingredients

beer bottle

As the beer category continues to evolve, brewers are relying on innovation and segmentation to increase their market share. New flavors, styles and ingredients are the order of the day as hard seltzers increasingly win over consumers.

Hard seltzer and flavored malt beverages registered 34.7% dollar sales growth in 2019, according to Chicago-based IRI. Domestic sales of superpremium beer grew 12.4%, subpremium 1.1% and craft beer 3.4%, IRI data shows, while domestic premium declined 3.8% by volume and cider dropped 5.3%.

Nonalcohol beer offerings saw a 30.1% sales jump on launches such as cannabis-infused Two Roots Shadow Monk and Heineken 0.0, which debuted in April 2019. Meanwhile, imported beer continued its upward trajectory, up 8% in dollar sales and 5.8% for case sales, according to IRI.

Click through for a look at seven alcohol beverage innovations from the past few months.

Photograph: Shutterstock

1. White Claw

white claw

Mark Anthony Brands’ White Claw Hard Seltzer announced in March the debut of Flavor Collection No. 2, featuring three new flavors—Tangerine, Watermelon and Lemon—paired with the wildly popular White Claw Mango in a 12-count variety pack.

Photograph courtesy of White Claw

2. Molson Coors

beer

Molson Coors Beverage Co. in February released Sol Limon y Sal. At 3.5% ABV and packaged in 24-ounce single cans, Sol Limon y Sal is a bright lager with a natural lime flavor and pinch of salt. This marks the second spinoff from the Mexican import brand, which grew 42% in 2019 on the strength of Sol Chelada, the company said.

Photograph courtesy of Molson Coors

3. D.G. Yuengling & Son

flight beer

D.G. Yuengling & Son introduced Flight by Yuengling, an upscale light beer “designed to elevate the drinking experience for consumers who want more from their beer,” the Pottsville, Pa.-based brewer says. Flight by Yuengling is brewed with 2.6 grams of carbs, 95 calories and 4.2% ABV. Launched in March, Flight by Yuengling is available in 12-ounce bottles in 22 states.

Photograph courtesy of D.G. Yuengling & Son

4. AB InBev

budweiser

In March, AB InBev rolled out Budweiser Nitro Reserve Gold, the first golden lager in the Budweiser family to be infused with nitrogen gas. It’s intended to “flip beer lovers’ drinking experience on its head,” according to the company. That’s because drinking it optimally requires consumers to break their traditional beer pouring habits. “Never shake a beer? Shake us—three times to be exact. Never pour straight down the middle? Pour us straight down the middle,” said the company. The new lager contains notes of toasted caramel malt and has a 5% ABV, the company said.

Photograph courtesy of AB InBev

5. Dos Equis

Dos Equis

Mexican import Dos Equis is adding a spark to the brand with Dos Equis limited-edition summer cans, designed with a national version and a Texas-specific version. In an integrated on- and off-premise promotion, Dos Equis is rewarding one consumer a grand-prize trip for four to an Airbnb destination of his or her choice. Dos Equis cans delivered 6.4% growth during summer 2019 and display lift 37% higher than total Mexican imports, according to data provided by parent company Heineken USA.

Photograph courtesy of Dos Equis

6. Two Roots Brewing Co.

Two Roots

Cannabis-infused Two Roots Shadow Monk, a joint creation of Cannabiniers and Two Roots Brewing Co., is a winter seasonal style originally developed by Belgium monks. Brewed with specialty malts, dark candy sugars and yeast to provide a medium body, Shadow Monk is infused with notes of dark caramel, date, pear, bubble gum and citrus flavors. The new style has a consistent dose of THC through patent-pending technology, the companies said.

Photograph courtesy of Two Roots Brewing Co.

7. Leinenkugel Brewing Co.

Leinenkugel

Leinenkugel’s new Spritzen is “beer with a splash of seltzer.” The new drinks marks Jacob Leinenkugel Brewing Co.’s first new national release in three years. Spritzen comes in Grapefruit, Raspberry Lemon and Pineapple Strawberry flavors. It features a crisp, effervescent and beer-forward taste, with a clean finish and a subtle fruit flavor experience of seltzer, according to the company. The beers boast 93 calories, with no sugar or artificial ingredients. Jacob Leinenkugel Brewing is part of Molson Coors’ Tenth and Blake craft division.

Photograph courtesy of Leinenkugel Brewing Co.