The ready-to-drink canned cocktail market is constantly evolving, with one segment in particular gaining traction: offerings without carbonation. Bluebird Hardwater, a brand based in Jacksonville Beach, Florida, is making waves with its spirits-infused drinks that aim to provide consumers with a refreshing and hydrating beverage option.
Bluebird Hardwater recently launched new flavors, including Vodka + Water in Lime and Cranberry varieties, and Tequila + Water in Lime and Pineapple flavors. These 12-ounce cans contain 4.5% alcohol by volume, slightly less than the category leader White Claw’s hard seltzer cans, and only 88 calories with zero sugar and carbohydrates. The brand’s products are now available in liquor stores across California, Florida, New York, and Tennessee, expanding its reach to more consumers.
The concept of „hardwater“ was born in 2021 when Bluebird Hardwater’s co-founder and CEO, Will Blum, noticed a lack of innovative options in the market. He wanted to create a drink that combined alcohol and water without the carbonation, sugar, and bloating often associated with traditional alcoholic beverages. The idea stemmed from the simple notion of staying hydrated while enjoying a drink, a practice often recommended by parents but rarely followed in reality.
Tequila has been a trending spirit in the ready-to-drink category, prompting Bluebird Hardwater to introduce Tequila + Water flavors to its lineup. Blum initially hesitated to launch a tequila-based drink due to the strict regulations surrounding the use of tequila in beverages. In the U.S., ready-to-drink beverages can only contain 55% blue agave tequila, leading many brands to dilute the spirit with malt or corn-based spirits. Bluebird Hardwater, however, stays true to the authentic taste of tequila by not diluting its drinks with other spirits, allowing the natural flavors to shine through.
As the beverage industry continues to evolve, non-carbonated drinks are gaining popularity among consumers. Blum believes that drinks without bubbles will soon outpace their carbonated counterparts as consumers seek out new and innovative options. Bluebird Hardwater’s unique approach to canned cocktails sets it apart in a crowded market, catering to consumer demand for refreshing, hydrating, and flavorful beverages.
In a landscape where traditional alcoholic beverage categories are blurring, companies are adapting to meet the changing preferences of consumers. Brands like Bluebird Hardwater are leading the way with innovative products that challenge the status quo and offer a fresh take on familiar drinks. As the demand for new and exciting beverages grows, non-carbonated options like hardwater are poised to become a staple in the industry, appealing to a wide range of consumers looking for a healthier and more enjoyable drinking experience.