Natty Light Just Released a Seltzer and We’ve Officially Reached Peak Seltzer

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Every trend has a Golden Era. There was the Zima Era, briefly revived this past year due to aging Gen X nostalgia. The Hyptoniq Era was chronicled in song by the likes of Kanye, Diddy, and Lil’Kim. We’re in the waning years of the Fireball Era, which replaced the Jager Years as the go-to for the path-to-extreme-inebriation for drunk 20-somethings in a crowded bar on a Friday night. Though White Claw has been around since 2016, the Seltzer Era exploded last year, spawning a full lifestyle that is as mocked as it is beloved. Without fail those that mock it the loudest are also the ones that drink it. Google the phrase “ain’t no laws” and you’ll get three full pages of “Ain’t no laws when you’re drinking claws” results before you finally get to one that doesn’t relate to White Claw.

But every trend will eventually hit that “peak point”, the height of fervor, that marks the point where the trend started to stray into ridiculousness. In the TV industry, this point is often referred to as “jumping the shark”, a reference to a key scene in the latter years of Happy Days where the writers, desperate to return the show to relevance, wrote a scene where a water-skiing Fonzie clad in board shorts and signature leather jacket, literally jumps a shark. With Natty Light’s release of two new seltzers, a mango/peach flavored Aloha Beaches (get it? It’s like saying “Aloha Bitches!”) and the cherry lime flavored Catalina Lime Mixer (a reference to the comedy classic Step Brothers), the Seltzer Era has officially jumped the shark.

To be fair, Natural Light’s new strategy of embracing style over quality is working. Though much-maligned by the craft beer community, the “shandy-adjacent” Naturdays strawberry lemonade lager has been a big hit. Released this year, over 129,000 barrels of Naturdays have sold since its introduction in March of this year, putting it in the top 20 most bought brands at grocery, liquor, and convenience stores with just shy of $30 million in sales.

So for those who want a deep dive into the most blue collar of seltzer offerings, Natural Light Seltzer is available everywhere starting today.

Here’s the official press release for those who are into that kind of thing…

Aug 12, 2019, 09:00 ET

NEW YORK, Aug. 12, 2019 /PRNewswire/ -- Where fun is needed, Natural Light goes, and crashing the seltzer party is our next destination. Natty is ready to rock the seltzer world today with the launch of Natural Light Seltzer, a new flavor-forward, 6% ABV beverage that is available in two irresistible blends of fruit flavors. Aloha Beaches combines mango and peach for a tropical feel, and Catalina Lime Mixer features black cherry and lime. This is the seltzer you never saw coming!

Natural Light Seltzer is rolling into stores nationwide August 12th, in 12 packs, 24 packs, and a 25 oz. single serve can with packaging that will get you into full-on "beach mode" all year round.

"The seltzer category is booming. It's part of a larger shift in consumption across America and we believe it has tremendous staying power," said Ricardo Marques, Vice President of Core and Value Brands at Anheuser-Busch. "We know plenty of Natty Light drinkers are also trying seltzer, so we want to meet that demand by bringing the fun of Natty into that space with an affordable price offering that fits their lifestyle."

Hot off the heels of Naturdays, the number one beer innovation of 2019, Anheuser-Busch is continuing to anticipate consumer trends with a new take on what a hard seltzer can be.

Now that Natty has crashed the seltzer party, we want to crash your party too! Tell us on social why your party needs more flavor and we may just deliver cases of Natural Light Seltzer right to your doorstep. Use the hashtags #NattySeltzer and #Sweepstakes on Twitter for a chance to win. 100 winners will win 10 cases* of Natural Light Seltzer to bring some fun to their fall parties.

Whether you're one of the lucky winners or buying Natty for your party, don't forget to Enjoy Responsibly – hydrate between Natty's and plan ahead for a safe ride. To learn more, follow @naturallight on Twitter and Facebook, @naturallightbeer on Instagram, and visit www.NaturalLight.com.