Topo Chico Hard Seltzer may have launched in 2021, but it’s not done making its introductions, as it launches its new “Hello Topo Chico” campaign this spring. 

Add to that a new flavour, new packaging and several partnerships, and Topo Chico Hard Seltzer is cruising into the season with a purpose.

“This is our strongest summer program to date,” says Brittany Norris, Topo Chico Hard Seltzer’s marketing director. “We’re really putting our money where our mouth is for our key selling season.”

‘Hello Topo Chico’

Topo Chico Hard Seltzer just launched its new marketing campaign, “Hello Topo Chico,” to reach new legal-age consumers.

Along with new national ads and retail tools, including for Cinco de Mayo, the brand is making sure it shows up big in its core markets.

“The ‘Hello Topo Chico’ formula allows a lot of flexibility for us to appeal to individual markets,” says Norris.

This includes an increased focus on Latino drinkers.

“We are planning for our assets to be English and Spanish,” says Norris. “It’s not just translations of English. It’s a localisation effort, making sure that all our markets have Latino insights for Spanish language assets.”

Norris expects for these plans to help Topo Chico Hard Seltzer capture more of the American hard seltzer market, currently valued at $4.4 billion, according to Circana OmniMarket.

New packaging and flavour

A packaging refresh is currently landing in retail, as well. The new cans feature a bolder, more colourful design that highlights the refreshing nature of the brand and provides strong visibility on shelves.

Topo Chico Hard Seltzer also has a new flavour for 2024, Oasis Cherry.

“We know cherry is a top flavour in the seltzer space, so we wanted to offer a crisp and refreshing version that Topo Chico Hard Seltzer drinkers expect,” says Norris. “Having a new flavour in the lineup adds refreshment to the variety pack, as well as the opportunity to push it in singles.”