Wild Basin Boozy Sparkling Water Makes a Splash with Millennial Consumers
Within the past year, the market has seen several variations of alcoholic waters and seltzers bubbling up across the nation. Driving the Flavored Malt Beverage category growth at +169% last year*, hard seltzers are hitting their heyday. Using low calorie recipes and easily identifiable ingredients, these water-based beverages have become very appealing to health-conscious Millennial consumers. With dramatically different tastes and values than their predecessors, Gen Y has been a difficult market to nail down. How does a company successfully market to this generation? Wild Basin Boozy Sparkling Water is a prime example of what this hard-to-reach consumer base has been asking for.
Canned by the well-known Oskar Blues Brewery, Wild Basin already has a head start in the distribution game. Available nationally by summer, Wild Basin is quickly gaining recognition amongst its target market. As more and more young consumers drink at home, the shelf is proving a great place for these boozy sparkling waters. First off, it checks all the boxes that a Millennial would look for while picking up his or her 5 o’ clock 6-pack: Gluten-free? Check. Sugar Free? You got it. Low calorie? Yup. However, there are so many benefits that differentiate Wild Basin Boozy Sparkling Waters from any other sparkling water out there.
As the collective that launched the craft can movement and completely changed the consumer’s perception of beer cans, innovation has always been a strong suit of CANarchy. That clever innovation and creativity is displayed in the smart flavor selection that Wild Basin offers its consumers. Starting with a solid flavor, the Classic Lime is a strong pillar in the house of Wild Basin. Not only is the Classic Lime a straightforward flavor that holds up on its own, it is the perfect accompaniment to a wide variety of spirits and cocktails (think Wild Basin margaritas, Wild Basin gin and tonics, Wild Basin mules). Moving onto the more eclectic flavors, Wild Basin offers Cucumber Peach, Lemon Agave Hibiscus, and Melon Basil. By using more obscure, but proven, culinary pairings to inspire their formulations, Wild Basin offers beverages that refreshes both the mouth and the palate.
Though crafty beverage flavors are undoubtedly of high importance to Gen Y, a company’s contribution takes the cake when ranking Millennial priorities. The 2015 Cone Communications Millennial CSR Study found that, “More than nine-in-10 Millennials would switch brands to one associated with a cause.” Taking it a step further, the same study states, “Millennials say they are prepared to make personal sacrifices to make an impact on issues they care about, whether that’s paying more for a product, sharing products rather than buying or taking a pay cut to work for a responsible company.” Millenials want to support brands that authentically contribute to society. For years, Oskar Blues has been spreading “people powered do-goodery” through their Can’d Aid Foundation. As can be expected, Wild Basin also strongly values and supports the Can’d Aid mission. For every Wild Basin case sold, $1 benefits the Can’d Aid Foundation to support beach and river cleanups across the country. By drinking Wild Basin, their consumers can feel good about what they are putting into their bodies and also feel good about what they are putting out into the world. This is Wild Basin’s recipe for Millennial marketing success (that and fermented cane sugar).
*Kendall, J. 2019 Jan 28. Nielsen: Off-Premise Beer Sales Flatten in 2018 as Hard Seltzer Sales Near $500 Million. Retrieved March 5, 2019 from https://www.brewbound.com/news/2019/nielsen-off-premise-beer-sales-flatten-in-2018-as-hard-seltzer-sales-near-500-million?utm_source=Brewbound&utm_campaign=6098bcbca8-mailchimp&utm_medium=email&utm_term=0_6026cb3473-6098bcbca8-169637109