Among all the new entrants to this increasingly busy and still-growing category, only Topo Chico Hard Seltzer took share from established brands right out of the gate. Already ranked #4 in the segment with a 5% share nationally, this “grown-up” version of Topo Chico Mineral Water – the only mineral water with a cult following & country-western song singing its praises – deserves a spot in your lineup.
It’s the next big thing. It’s authentic. It can’t fail, so order a lot of it. How many times have you heard this about a new product? Too often, the “sure bet” ends up collecting dust and going out of code – all sizzle, no steak. But sometimes, all the promises are true. Sometimes there’s sizzle and steak. Sometimes, there’s a product like Topo Chico Hard Seltzer.
This new entrant to the national hard seltzer stage doesn’t just have potential, it’s a proven winner. Topo Chico is the third-fastest turning hard seltzer with the highest repeat purchase rate of all the brands launched by Molson Coors in the last two years. And the Topo Chico Hard Seltzer Variety Pack (featuring Tangy Lemon Lime, Strawberry Guava, Tropical Mango & Exotic Pineapple flavors) has become a top-10 best-selling package in the category since its January debut. Another mouth-watering flavor, Topo Chico Margarita Hard Seltzer, has just hit the market, and customers love it.
Legendary Taste, a Cult-like Following and an Aztec Princess
The success of Topo Chico Hard Seltzer isn’t accidental. The brand has tapped into the passion that surrounds Topo Chico Mineral Water, the non-alc brand that inspired the hard seltzer. The mineral water is celebrated for its gentle fizz, hint of citrus and subtle salinity, which combine for a taste that fans call liquified heaven. Coastal Current magazine even ran an article in the September 2021 edition titled, “Topo Chico Makes Everything Better.” And country western star Robert Ellis dedicated a song on his album Texas Piano Man to his favorite bubbly beverage, singing “Every time they open the top, I hope they don’t ever stop.”
Besides great taste, Topo Chico entices fans with a mystique that stretches back for centuries. The story goes that even the Aztecs partook of Topo Chico (via the spring from which the water is bottled in Monterrey, Mexico), and believed the mineral water had healing powers. It’s even said that bathing in that spring saved the life of a beloved Aztec princess. The minerals that naturally occur in the water – magnesium, calcium & sodium – are considered essential electrolytes vital for health, so the legend could be true!
Big Support for the Next Best Thing
“The level of excitement around Topo Chico Hard Seltzer is incredible,” says Matt Escalante VP of Hard Seltzers for the Molson Coors Beverage Company. Because the mineral water has a very loyal base of Hispanic consumers in the U.S., and a sizeable millennial following, bringing this brand to the beer aisle was a logical next step. Retail sales increased 67% year-over-year (2021 compared to 2022) proving that consumers want a hard seltzer with minerals for taste, fresh & unique fruit flavors and a heaping helping of authenticity.
Even though Topo Chico Hard Seltzer is delicious enough to sell via word of mouth alone, Molson Coors is supporting the brand with unprecedented media coverage designed to meet consumers where they are. A combination of paid social, digital advertising, PR and TV spots in English will reach 95% of consumers in the 21- to 34-year-old age range, an average of ten times per month, building awareness in this valuable demographic. Additionally, Topo Chico programming targeting Latinos will reach 95% of that important market upwards of 12 times per month. And don’t forget Topo Chico’s stunning packaging and POS for both the on and off-premise. With bright yellow labels, signage, and scene-stealing display pieces – as well as unique cocktail recipes like Pico Chico & Picosito – customers won’t be able to resist this authentic, refreshing hard seltzer. With all this momentum and support, Topo Chico Hard Seltzer is one brand that’s going nowhere but up. Before the summer heat sets in, call your Kramer sales rep to get the must-have hard seltzer of the season.
“Because the mineral water has a very loyal base of Hispanic consumers in the U.S. and a sizeable millennial following, bringing [Topo Chico Hard Seltzer] to the beer aisle was a logical next step.” — Matt Escalante, VP of Hard Seltzers at Molson Coors
About Kramer Beverage
Kramer Beverage is South Jersey’s largest award-winning beer wholesaler, owned and operated by four generations of the Kramer family since 1924. Kramer Beverage is based out of Hammonton, Atlantic County, and services eight counties in southern New Jersey with top brands from MolsonCoors, Constellation, Yuengling, Boston Beer, Heineken USA, Pabst, Diageo, FIFCO, and more. Kramer Beverage also distributes wide variety of craft beers, from suppliers such as New Belgium and Sierra Nevada, to local favorites including Flying Fish, Double Nickel, Evil Genius, Glasstown, and 2SP. For more information on Kramer Beverage, please visit www.kramerbev.com.