Natural Light is looking to compete in the rapidly growing hard-seltzer market with its own take on the popular beverage — Natural Light Seltzer.
, a strawberry-lemonade-flavored beer notable for its Instagrammable, brightly colored cans covered with flamingos.
Marques said the drink was strategically rolled out to coincide with the forthcoming college back-to-school period, a time filled with alcohol-laden welcome-week parties and football tailgates. He anticipates the drink will have an edge over competing brands due to its captive audience of young consumers who are already loyal imbibers of Natural Light's other products.
Natural Light is also very active on social media, where its witty, tongue-in-cheek persona has attracted more than 32,000 followers on Twitter and more than 86,000 followers on Instagram. In its announcement of Natural Light Seltzer on Monday, the brand wrote"That's right, we made a f------ seltzer."
"Natural Light is one of the most talked about brands in the industry when you look at social mentions," Marques said."It is at the heart how this brand communicates with its audience. If you look at our Twitter channel for instance, or everything that that we do that is social media-first, we have a very solid base with the young legal drinking consumer."
The two flavors were designed to be twists on the most popular flavors currently dominating the market, according to Marques. Catalina Lime is a blend of black cherry and lime, while Aloha Beaches is a mix of mango and peach.
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