Daily Insights

Coconut Water and Cocktails Collide

By: Mackenzie Baker | Mar 11, 2020

For consumers who still indulge in liquor, Anheuser-Busch has a set of custom-made new drinks.

The spirit brand released a Hard Peach Green Tea and Hard Passion Fruit Green Tea made from green tea and coconut water, among other ingredients. The drinks, available nationwide, are part of Anheuser-Busch’s new label—LQD Creative Liquids—which will soon include Hard Coconut Water, Hard Agave Limeade and Hard Hibiscus Lemonade to its national lineup. Though the drinks are alcoholic, the alcohol content is relatively low compared to other drinks on the market at just 5%. Wine and cocktails typically register 12-20% alcohol content, making the LQD line a healthier alternative for drinkers. 

The line of drinks, which come in pastel-colored cans with fruit imagery on the front, have arrived just in time for summer—ideal for targeting the brand’s twenty-something, female audience . The label also recently launched social media pages to build buzz around the launch—a key marketing strategy for attracting customers, particularly millennials and Gen-Zers who prefer to learn about new spirits products through social media according to a Gartner report on the topic. 

LQD is the brainchild of an internal team at Anheuser-Busch that was looking to develop beer alternatives. The drinks, like Hard Passion Fruit Green Tea, are created similarly to how the brand brews its beers—minus the barley, of course. When the label was created in 2018, its mission was to join the health kick that had started taking over the alcohol industry by concocting lower sugar, ready-to-drink cocktails that customers could enjoy as alternatives to beer or hard seltzer. While many alcohol companies have been acquiring smaller labels that create these sorts of drinks, Anheuser-Busch kept the process all within the company—a keen economic strategy. 

Anheuser-Busch is joining the ranks of established liquor brands launching hard seltzer-like products as that sector continues to flourish. Anheuser-Busch’s internal creation strategy could inspire other companies to start developing their own line of hard drinks to keep up with consumer demands.