Hard Seltzer in Canada

Part
01
of two
Part
01

Hard Seltzer in Canada - Part 4

The hard seltzer market is a new and evolving market. Nude Vodka Soda was launched in July 2017. It is marketed as "Canada's Favorite Sugar-Free, Sweetener-Free, and Gluten-Free Beverage". The attached spreadsheet contains a summary of the information requested.

NUDE VODKA SODA

RESEARCH STRATEGY

We initially searched the website for Nude Vodka Sodas. We were able to find most of the information required.
To determine when the brand was launched and the owners of the company, we searched press releases and LinkedIn. We were able to find this information from these sources. To determine the distribution points, we searched online liquor stores and the web pages of various liquor outlets in Canada. We also searched press releases that detailed where the product was sold. These sources provided us with a good overview of the distribution points for Nude Vodka Soda.

The only information we were unable to find was information regarding market share or sales. This is likely due to the fact the hard seltzer market is new and still developing. Nude Vodka Soda was only launched in 2017 and is still developing as a product, so there is little information available.

We extensively searched various company databases to determine if annual or quarterly reports were available. No reports for Nude Vodka Soda were available. There were some reports for some more established competitors, but without a complete overview of all the players in the market, they were insufficient to determine market share.

We then searched press releases and other industry publications to determine if any sales or market share data had been reported. While this provided us with sales figures for various categories of alcohol, such as beer or wine, the hard seltzer market was largely unrepresented, probably due to its relative immaturity. We had the same results concerning the market share, with information available for the established brands and categories of alcohol but no information available for the hard seltzer market.

We then searched websites that provide statistical information on companies. These included Forbes, National Beverage Corporation, and PR Newswire. Although there was some limited data on the hard seltzer market, the focus was global, rather than the domestic Canadian market. Again there was considerable statistical information available on the larger and more established types of alcohol such as beer and wine. We considered databases that store financial information about a specific company. These included Crunchbase, Hoovers, and Owler. No direct information regarding Nude Vodka Soda was recorded in these databases. There was some limited information on some of Nude Vodka Soda's more established competitors, but it was not sufficient to determine market shares, especially given a number of the newer companies were not represented in these databases.

Finally, we considered business and financial websites, publications, and articles that were specific to Canada and related to the alcohol industry. One of these articles detailed the sales for Nude Vodka Soda. There was no market share information detailed although, the implication in several articles was, that Nude Vodka Soda was performing extremely well. There was market share information regarding beer and wine sales, but nothing specific relating to the hard seltzer market. Fortunately, the availability of a sales figure is sufficient to answer the research question.





Part
02
of two
Part
02

Hard Seltzer: Canada Positioning Audit, Facebook

The Facebook images of the brands requested generally detail the offered product, in this case, the beverages produced by the brands. The product in each case is the center of attention of each image, thus enabling a clear marketing campaign that emphasizes the importance of each image to the target audience. We have added the links to the Facebook images of the products in row 11, columns C-K of the attached spreadsheet.

Squeez'd's Splash Spiked Sparkling Water

Social Lite Vodka Soda

Cottage Springs Vodka Soda

Aquarelle Vodka Soda

Blue Lobster Vodka Soda

Smirnoff Vodka & Soda

Truly Spiked and Sparkling

NUTRL Vodka Soda

White Claw Hard Seltzer


Research Strategy:

We commenced the search for Facebook images for the Hard Seltzer beverages by scanning through the official Facebook page of each brand where we were able to obtain positive results. However, for some brands including Aquarelle Vodka Soda and Smirnoff Vodka Soda, it wasn't possible to find the official Facebook pages and, therefore, we searched related posts through the Facebook network and we were able to obtain relevant results. It is important to note that a majority of images were taken from posts published between June and August 2019.
Sources
Sources