Food & Drinks

Kirin Holdings’ New Belgium Brewing Fruit Smash hard seltzer – Product Launch

Kirin Holdings’ New Belgium Brewing Fruit Smash hard seltzer

New Belgium’s 4.7%-abv Fruit Smash is flavoured with fruit juice and contains 100 calories per can

Category – Alcoholic sparkling water, 4.7% abv

Available – From this month

Location – The US, available nation-wide

Price – SRP of between US$14.99 and$15.99 per 12x12oz can multi-pack 

Kirin Holdings is to enter the US hard seltzer category with the launch of New Belgium Brewing’s Fruit Smash.

The 4.7%-abv sparkling water is flavoured with fruit juice and contains 100 calories per 12oz (35cl) can. Three no-added-sugar flavours are available – Berry Blast, Tropical Punch and Pink Lemonade.

According to New Belgium, Fruit Smash is an alternative to “basic” hard seltzers and will disrupt the category with its “real” fruit juice flavourings.

“Though the market has quickly become saturated with options, New Belgium saw an unmet need for an elevated seltzer to address shifts in consumer preferences,” the brewer added.

The launch is one of the first major releases from New Belgium since Kirin bought the Colorado brewer in 2019 through its global craft beer unit, Lion Little World Beverages. Kirin does not own any other US hard seltzer brands but distributes the category-leading White Claw in Australia.

New Belgium was founded in 1991 and helped drive US craft beer growth alongside The Boston Beer Co and Sierra Nevada. When Kirin acquired the company, it was the fourth-biggest US craft brewer by volume, according to Brewers Association data.

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