Hard Seltzer Competitive Landscape - Canada

Part
01
of three
Part
01

Hard Seltzer in Canada - Part 1

Hard seltzer comes in flavors such as mixed berry, Orange, Lime, grapefruit, mango, and watermelon. Prices of seltzer range from $2.24 to $2.75. The spreadsheet contains all the information regarding the requested seltzer brands.

SPLASH SPIKED SPARKLING WATER

  • It is a combination of sparkling water and vodka with a hint of natural flavors.
  • Splash products are available in areas such as Alberta, British Columbia, Ontario, and New Brunswick.
  • The approximate price of a can of Splash sparkling water is $2.24
  • Splash comes in flavors such as mixed berry, Lime, tropical grapefruit, orange mango, and lemon iced tea.
  • A social media montage of the product is available here.
  • SOCIAL LITE VODKA SODA

    • Social Lite Vodka delivers a clean taste and does not contain any sugars nor artificial ingredients.
    • Social Lite Vodka products are available in areas such as Alberta, British Columbia, Ontario, and New Brunswick.
    • Social Lite comes in flavors such as lime ginger, blood orange, lemon cucumber mint, and field strawberry.
    • A social media montage of the product is available here.

    COTTAGE SPRINGS VODKA SODA

    • Vodka soda is a combination of sparkling water and vodka with a hint of natural flavors.
    • Cottage Springs Vodka products are available at LCBO in Ontario, Alcool NB liquor in New Brunswick, NSLC in Nova Scotia, Liquor Mart in Manitoba and cottage spring store in Alberta.
    • Cottage Springs Vodka Soda comes in flavors such as Ontario peach, lemon-lime, and watermelon.
    • A social media montage of the product is available here.

    AQUARELLE VODKA SODA

    • Aquarelle Vodka Soda is a product of Molson Coors Brewing Company and was launched on June 21st, 2019.
    • Aquarelle Sparkling Vodka is an artisanal combination of pure distilled vodka, sparkling water, and light fruit flavor.
    • Aquarelle products are available at retailers in Canada such as Liquor mart, Alcool NB Liquor, LCBO, etc.
    • Aquarelle Sparkling Vodka comes in flavors such as Lemon Lime and Passion Fruit.
    • A social media montage of the product is available here.

    Research Strategy

    Based on the request we looked into the websites of each hard seltzer brand and were able to find all the required information except for market shares or sales. The market shares or sales for each of these brands were not available to the public due to the relatively recent development of the hard seltzer industry. Some of these product lines have also just recently launched such as Aquarelle Vodka Soda, which is not yet a year old, so logically less information will be available.

    To find the market shares our first strategy was to look into the websites of the respective brands for press releases and annual/quarterly reports, but annual reports were not available in any of the sites. Then when it came to press releases, information such as revenues, forecasts, beer sales were available, but they did not contain any information that provided insights into the market share or sales in the seltzer category.

    Our next strategy was to find information such as market size, market shares of the seltzer category by checking websites that give statistical information like PR Newswire, National Beverage Corporation, and Forbes. Most of the information found was related to the beer category and the information that was available regarding the seltzer category was global. We also looked into databases such as Owler and Crunchbase, but no direct statistics were available. Then we looked into business and financial information websites specific to Canada such as BNN Bloomberg, Financial Post, Canadian Business. We came across information that mentioned metrics such as revenues, and sales of products such as beer and hard liquor. These articles did not provide enough information on sales and market shares of the seltzer category in Canada. The reason for this may be that since the products are very recent, financial information on the product category might have not been released to the public.

    Then, our final strategy to find the market shares of these brands was to triangulate the values based on the existing information, but still, there was not enough metric data to evaluate the market share since the market size of the seltzer for each of these brands were not available. Therefore, we have included all the information we were able to find regarding the brands on the spreadsheet.

    Part
    02
    of three
    Part
    02

    Hard Seltzer in Canada - Part 2

    A landscape analysis, flavor audit, positioning audit, and packaging audit for Blue Lobster Vodka Soda, Smirnoff Vodka & Soda, Truly Spiked and Sparkling, and NUTRL Vodka Soda have been summarized in rows 2 – 14, column G — J of the attached spreadsheet.

    Research Strategy:

    Based on the request we looked into the websites of each hard seltzer brand and were able to find all the required information except for market shares or sales. The market shares or sales for each of these brands was not available to the public due to the relatively recent development of the hard seltzer industry. Some of these product lines have also just recently launched such as Aquarelle Vodka Soda, so, logically, less information will be available.

    To find the market shares our first strategy was to look into the websites of the respective brands for press releases and annual/quarterly reports, but annual reports were not available in any of the sites. Then, when it came to press releases, information such as revenues, forecasts, beer sales were available, but they did not contain any information that provided insights into the market share or sales in the seltzer category.

    Our next strategy was to find information such as market size, market shares of the seltzer category by checking websites that give statistical information like PR Newswire, National Beverage Corporation, and Forbes. Most of the information found was related to the beer category and the information that was available regarding the seltzer category was global. We also looked into databases such as Owler and Crunchbase, but no direct statistics were available. Then we looked into business and financial information websites specific to Canada such as BNN Bloomberg, Financial Post, Canadian Business. We came across information that mentioned metrics, such as revenues, and sales of products such as beer and hard liquor but since the market size was not available, we could not triangulate the market share.

    Part
    03
    of three
    Part
    03

    Hard Seltzer in Canada - Part 3

    A landscape analysis, flavor audit, positioning audit, and packaging audit for White Claw Hard Seltzer brand in Canada have been summarized in rows 2-14, column K of the attached spreadsheet.

    WHITE CLAW HARD SELTZER


    RESEARCH STRATEGY:

    We began our search by going through the company website to find details for a flavor audit, positioning audit, and packaging audit for White Claw Hard Seltzer in Canada. Our search was successful as we found most of the data required for the brand. For the brand's revenue/sales, we were able to find the parent company's form 10-K, from which we extracted revenue and sales for 2016. Unfortunately, we were unable to triangulate Canada's particular share for White Claw Hard Seltzer because the 10-K didn't contain any information regarding the share of the sales or revenue of the particular product or the share from Canada. Furthermore, we searched through the public domain for information regarding the share of White Claw Hard Seltzer or the Canadian share of the parent company's sales or revenue, but our search was fruitless. The details of the 2016 revenue and sales as contained in the form 10-K have been added to the spreadsheet.

    Further, our attempt to identify other brands of hard seltzer in Canada was fruitless as all products found have already been listed in the spreadsheet. To determine this, we took the steps discussed below.

    First, we started our search by scouting through the public domain for news articles, vendor magazines, and publications for information regarding spirit/vodka consumption in Canada and all other trusted sources for information regarding hard seltzer drinks. Although our search was fruitful, all the brands identified had already been entered into the attached spreadsheet.

    Next, we began looking into alcohol/spirit brand products and manufacturers in North America as a whole. We looked through the listed American hard seltzer brands and identified their parent company with the notion that these companies might have some level of presence in Canada. But, most of the companies found either did not distribute to Canada or are well-known brands without a hard seltzer product. We were only able to identify Spike Sparkling Seltzer, an American brand that does not distribute to Canada.

    Lastly, we looked through the social media accounts of the known brands for their different followers, to see if they have any followers distributing to Canada. However, none of the followers fall into this category. We further look into the alcohol ministry directories of spirit brands in the country and found none.
    Sources
    Sources

    From Part 02
    Quotes
    • "New Vodka & Soda from Smirnoff - Berry Lemon - Cranberry Lime"