HEINEKEN USA has collaborated with Hornell Brewing Co., an affiliated entity of AriZona Beverages for the launch of AriZona SunRise Hard Seltzer to the U.S. market. The new range will be available in a variety 12-pack and single-serve cans.
The companies will launch new range in the first quarter of 2021. AriZona SunRise Hard Seltzer will be available in four flavours: Mucho Mango, Cherry Punch, Lemon and Grapefruit.
“As both family owned companies and brand building powerhouses, there are many synergies between HEINEKEN USA and AriZona, making this a winning partnership to bring our unique seltzer proposition to the market,” Don Vultaggio, Chairman for AriZona Beverage Co. said.
“AriZona is an iconic player in the beverage industry, famous for bringing delicious and all-natural non-alcoholic products to diverse consumers across the United States and worldwide. HEINEKEN USA brings strong relationships with the distributor and retailer network and extensive manufacturing and brand building expertise in alcohol. Together, we teamed up to both do what we do best. We intend to broaden the appeal of hard seltzer by bringing more people to the party.”
Jonnie Cahill, senior vice president and chief marketing officer at HEINEKEN USA, stated: “We’re excited to be working with AriZona to introduce the next evolution of hard seltzer. Most of the current hard seltzers on the market are clear, with similar flavor profiles, so we jointly saw an opportunity to add a splash of fruit to the category as we know consumers are looking for real ingredients and great taste, and retailers are looking for new ways to maximize sales and profits.
“We also believe AriZona SunRise Hard Seltzer is about broadening the appeal of seltzer,” he continued. “The current hard seltzers on the market have similar positioning and we wanted to offer a range of tastes to appeal to a wide array of people. We are looking forward to bringing the fun of AriZona to the table. AriZona Sunrise Hard Seltzer brings everyone (21-plus) to the party with a product that puts great taste at the center and brings incremental business to retailers.”
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