Boston Beer Company launches spiked seltzer
BOSTON — The Boston Beer Company is looking to leverage the rising popularity of sparkling water with its latest beverage product.
Truly Spiked & Sparkling is a new spiked sparkling water with just 100 calories and 2 grams of carbs per serving.
"A few years ago, I began noticing many of my friends and family members giving up traditional soda for flavored sparkling water," said Casey O'Neill, a member of the team behind Truly Spiked & Sparkling. "I started playing around with alcoholic versions as a side project over a year ago, realizing there was a need for something clean, crisp and sparkling, like traditional sparkling water, but for times when you want to imbibe! After much experimentation, we created the recipe for Truly Spiked & Sparkling and knew we had something great – refreshing, with a hint of fruit, but doesn't fill you up or break the calorie bank."
Boston Beer says Truly Spiked & Sparkling was born of two significant trends in the beverage world: growth in the consumption of carbonated bottled water in the U.S., which nearly doubled since 2012, and an overall interest in low-calorie alcoholic beverages.
Truly Spiked & Sparkling comes in three flavors:
- Colima Lime
- Grapefruit & Pomelo
It's available in six-packs for a suggested retail price around $9.99-$10.99 (price varies by location). At the moment, Truly Spiked & Sparkling is on shelves in nearly 20 major markets throughout the U.S.
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Consumers not rushing to Amazon Dash
Although Amazon.com recently more than tripled the number of items available via its Amazon Dash buttons and cited some impressive growth statistics, actual use may be relatively low.
According to daily analysis of a panel of more than 4 million online shoppers from digital commerce research firm Slice Intelligence, fewer than 50% of people who had bought a Dash button before Amazon expanded the assortment on March 31 had ever actually made an order using one.
According to Amazon, in the past three months, Dash button orders have grown by more than 75%, with customers using the buttons more than once a minute. Dash buttons are available to Prime members for $4.99 each, with a $4.99 credit after the first order.
Data from Slice Intelligence indicates that for Dash button purchases made prior to March 31, the average spend per order has varied between $10.76 and $27.11, with Bounty having the highest average spend. On average, Dash Button users order items about once every two months
Slice Intelligence analysis also shows that the typical Dash button buyer displays the stereotypical characteristics of a technology “early adopter” – male and affluent. According to Slice, as traditionally seen with early products, the buttons are only being purchased by a very small subset of the online shopping population. With the introduction of more brands, the buttons may be adopted by a larger set of consumers.
The top-selling button available to buyers is for Tide. The Tide SKU available is for the 81-count package of Tide laundry pods, priced at $19.97. The other CPG brands in the top 10-selling button list are Cottonelle, Bounty, Glad, Gatorade, Mrs. Meyer’s, Gillette, Smartwater, Ziploc and Huggies.