Vizzy outpacing rivals in hard seltzer segment

Vizzy Hard Seltzer’s growth in the segment is outpacing many of its rivals, according to Molson Coors data.

Vizzy is up 8% in volume sales year-to-date through May 1, outpacing segment leaders such as White Claw (-5.3%), Truly (-14.8%) and Bud Light Seltzer (-9.1%), per IRI multi-outlet data through May 1. 

Along with portfolio mate Topo Chico Hard Seltzer, Vizzy has helped Molson Coors to the fastest-growing portfolio in the US.

“Vizzy is on a roll and continues to be one of the fastest-growing hard seltzer brands compared to our competitors in the category,” says Liz Cramton, marketing director for Vizzy. “No matter where we show up, we’re connecting with consumers in a fun and engaging way.”

New innovations from Vizzy are proving incremental for both the brand and the segment, per an analysis of IRI new buyer panel data for the 52 weeks ending April 17.

To wit:

  • More than a third of buyers of Vizzy’s second variety pack, which includes flavors such as Papaya Passionfruit, Blackberry Lemon, Watermelon Strawberry and Raspberry Tangerine, were new to hard seltzers and 75% new to the Vizzy brand, according to IRI.
  • And 52% of Vizzy Lemonade Hard Seltzer buyers were new to the segment, with 79% new to Vizzy, the data show.

The brand has proved successful in forging lasting relationships with consumers, data show. Vizzy buyers have proved incredibly loyal. Some 56% of Vizzy buyers are repeat purchasers, per IRI data through January 22. That’s up 11.5 percentage points from a year ago.

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