Natural Light is looking to compete in the rapidly growing hard-seltzer market with its own take on the popular beverage, called Natural Light Seltzer.
In an attempt to differentiate itself from leading competitors like White Claw, Natural Light Seltzer offers a higher alcohol content, larger cases of 12 and 24 cans, and a cost that will be 20% cheaper on average.
“This is a first, in many ways, because it is the first established beer brand to bring a seltzer proposition into market,” Ricardo Marques, vice president of core and value brands at Anheuser-Busch, told Business Insider.
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In a push to capitalize on the exploding popularity of hard seltzer, Natural Light is launching a version of its own — Natural Light Seltzer.
Anheuser-Busch, the parent company of Natural Light, rolled out Natural Light Seltzer on Monday in two flavors: Catalina Lime Mixer and Aloha Beaches. In an attempt to differentiate from leading hard-seltzer brands like White Claw, Bon & Viv, and Truly, Natural Light Seltzer has a slightly higher alcohol content — at 6% ABV compared to the average 5% — and is available in larger cases of 12 and 24 cans.
The drink will also cost 20% less on average than its competitors, continuing to build upon Natural Light’s reputation as a cheaper beverage option beloved by college-aged drinkers.
“It’s a more affordable option, which is a gap today in the seltzer segment from a product standpoint,” Ricardo Marques, vice president of core and value brands at Anheuser-Busch, told Business Insider. “From a brand standpoint, we’re bringing the fun personality of Natural Light. This is a first, in many ways, because it is the first established beer brand to bring a seltzer proposition into market.”
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Source:: Business Insider