Daily Insights

Stocking Full of Seltzer

By: Mackenzie Baker | Nov 04, 2020

Bud Light merges sparkling seltzer with seasonal flavors as a gift to its loyal seltzer sippers. 

Bud Light’s “Ugly Sweater” Variety Pack includes two new seltzer flavors inspired by popular holiday flavors, Cranberry and Gingersnap, as well as two dessert inspired flavors, Apple Crisp and Peppermint Pattie. Many of the seltzers include ingredients found in their food counterparts, such as the apple, cinnamon, and nutmeg of an apple crisp or the brown sugar and vanilla of a gingersnap. Adding in the real-food ingredients could help Bud Light accurately serve up its seasonal seltzer and potentially appeal to non-seltzer drinkers. Bud LIght released the Ugly Sweater Variety Pack as a limited-edition item, meaning seltzer fans have until the end of the year to get their hands on a can. The packs hit shelves beginning November 2 and are available at grocery and liquor stores around the United States. 

The seasonal seltzer packs arrive during one of the largest beverage periods of the year, as every brand from Starbucks to Stella Artois releases their own drinks to keep fans hydrated through the holidays. As the beverage and spirits industry remains crowded through the winter season, Bud Light will have to differentiate its Ugly Sweater Variety pack to appeal to shoppers. The brand could entice health-conscious consumers by noting that each can of Bud Light Seltzer only has 100 calories, making it a suitable substitute for their favorite dessert, with only a fraction of the calories. Bud Light’s seasonal seltzer could also interest at-home consumers, whose preferences for alcohol delivery and home consumption spiked in the wake of the Coronavirus pandemic, according to a Gartner report. By advertising the Ugly Sweater packs on Twitter, Bud Light could further engage these consumers and stay top of mind as they buy seltzer both online or in-store. 

Bud Light rings in the holiday season with sweet, seasonal seltzers that could show its ability to sustain popularity beyond summer. By making the drinks limited-edition, Bud Light could build anticipation with fans and become a top item on holiday shopping lists galore.