Polar Beverage & Harpoon Team Up for New Hard Seltzers
Two of Massachusetts' most iconic beverage companies are teaming up and throwing their hats in the ring of adult hard seltzers, a trend that has exploded in recent years.
The new concoction will have some steep competition as the hard seltzer market has exploded in recent years with brands like Truly, Spiked Seltzers, and White Claw providing adults with a refreshing and "healthier" beverage choice. According to the Chicago Tribune, U.S. sales of hard seltzers in retail stores alone totaled $336 million in 12 months, according to Nielsen data. That’s an increase of 168 percent from the same period a year earlier.
The new venture marks the second collaboration between Harpoon and Polar. Last May, the two companies came together to create a signature Harpoon UFO beer brewed with the essence of Polar Seltzer’ade Blueberry Lemonade.
Harpoon co-founder and CEO Dan Kenary said that because they worried about brand loyalty, as most seltzer drinkers already have a favorite, Harpoon would not have entered the hard seltzer market without a popular and recognizable brand like Polar.
There is an opportunity for branding, and it is going to be about flavor and story. We believe people will give it a shot because they really like Polar, and that is what will allow us to be successful
Harpoon CEO Dan Kearny via BrewBound