Labatt is leaning into consumer trends on flavor with three new products launching early this year:
- Labatt Blue Light Seltzer Tart is filling a white space as a sour seltzer, combining the sweet and sour flavor profile of sour craft beers with the approachability of Labatt Blue Light.
- Beloved Labatt Blue Light Flavors, refreshing beer bursting with fruit flavor, have been reinvented with a new recipe for Lime, the return of fan-favorite Grapefruit and the addition of two new flavors: Watermelon and Black Cherry.
- Top-selling Labatt Blue Light Seltzer variety pack will return with new fresh flavors Watermelon Kiwi and Strawberry Guava joining fan-favorites Blood Orange Blackberry and Black Cherry Lime.
Research shows that flavor is the #1 purchase driver, with 69% of consumers exploring new flavors when purchasing alcohol.
“Consumers are always seeking new flavors and drinking experiences,” said Rob Hertenstein, director of Innovation at FIFCO USA, Labatt Blue Light’s parent company. “In 2022, we are bringing those new flavors and experiences directly to loyal Labatt drinkers and new fans alike. Labatt Blue Light Seltzer Tart offers a unique and full-flavor profile for consumers eager to try something new while Labatt Blue Light Flavors meet the growing consumer demand of new ways to enjoy fruit beer and Labatt Blue Light Seltzer introduces intriguing flavor combinations to the seltzer world. Each of these updates to our brand portfolio closely aligns with consumer trends and relevant category data, meeting demand and filling white space across the beverage industry.”
Labatt Blue Light Seltzer Tart
Brand-new this year, Labatt is launching Labatt Blue Light Seltzer Tart to bring a new experience to seltzer drinking. Variety packs with Tart Pineapple, Tart Passion Fruit, Tart Mango and Tart Guava will be available this spring across Upstate NY. This new tart seltzer mixes the tangy flavors of a fruited, sour beer with the light, drinkability of a summer seltzer.
“Labatt Blue Light Seltzer Tart offers a brand-new seltzer experience to the consumer,” said Hertenstein. “We chose tropical flavors with pineapple, passion fruit, mango and guava to marry sweet fruit flavor in a seltzer with tangy notes that you would associate with a fruited, sour beer. It creates a really fun drinking experience for consumers seeking something new.”
Labatt Blue Light Seltzer Tart was created with the understanding that craft beer drinkers overlap with hard seltzer shoppers significantly. According to recent shopper data, 64 percent of hard seltzer volume comes from craft beer shoppers and 36 percent of sour beer shoppers also purchased hard seltzer. This new seltzer creates a combination of both for an entirely new drinking experience.
Labatt Blue Light Flavors
New flavors are joining the classic Labatt Blue Light Lime and Labatt Blue Light Grapefruit in Flavor variety packs this year. The original Lime flavor recipe has been upgraded for a more authentic fruity taste and two new Flavors are coming to consumers. Watermelon and Black Cherry will join the Labatt Blue Light Flavors lineup for a full fruit flavor experience.
“Labatt Blue Light Flavors bring a fun twist to our classic light beer,” said Joe Bustos, flavor expert at FIFCO USA. “We reinvented Lime and Grapefruit and brought Watermelon and Black Cherry to life in this new Flavors variety pack to bring consumers authentic fruit taste in an easy drinking experience.”
Also new, Labatt Blue Light Flavors packaging has been converted to modern sleek cans.
Labatt Blue Light Seltzer
Labatt Blue Light Seltzer continues to grow across NYS and this year the fan-favorite variety pack is introducing two new flavors. Watermelon Kiwi and Strawberry Guava are joining Black Cherry Lime and Blood Orange Blackberry as the newest Labatt Blue Light Seltzers. Each seltzer highlights a fresh, fruit combination for a new and dynamic flavor profile.
Labatt Blue Light Seltzer Tart, Labatt Blue Light Flavors and Labatt Blue Light Seltzer will all be available across NYS and beyond starting this spring.
For more information on each, fans can visit https://www.labattusa.com and follow @LabattUSA across social media.