Coors Seltzer is tapping into drinkers’ thirst for nostalgia with its newest flavour, Orange Cream Pop.

With a smooth vanilla-citrus flavour reminiscent of an ice-cream truck favourite, Coors Seltzer Orange Cream Pop is hitting store shelves across the country.

“We wanted make a bold flavour choice instead of leaning into an iteration of something on the market already,” says Matt Lafferty, marketing manager for Coors Seltzer. 

“The frozen treat flavour of Coors Seltzer Orange Cream Pop is poised to be the must-try seltzer of the summer, when refreshment is most on the minds of drinkers.”

The limited-edition flavour is available in 12-packs of 12-ounce slim cans. At 90 calories and 4.5% alcohol by volume, it’s lighter than most hard seltzers on the market.

As hard seltzer continues to chew into the overall beer market, accounting for more than 10% of sales, Molson Coors is banking on its hard seltzer portfolio in winning a 10 share of the market by the end of 2021.

Meanwhile, hard seltzer makers have continued to introduce consumers to new flavours to stand out against growing competition.

“Consumers are constantly on the lookout for new and exciting flavours, and we know that flavour is a top driver of sales,” Lafferty says.

The trend represents the maturation of the market for hard seltzers and echoes a similar trend with other flavoured malt beverages and craft beer. 

Experimental flavours, often with a hefty ABV, have previously been the purview of craft beer – where pastry stouts, cereal beers and even, yes, orange cream pop IPAs have been the topics of passionate debate.

Now hard seltzers are marching toward experimentation, with new introductions veering from – or augmenting – the fruit-forward flavours that heretofore have defined the category.

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