Frozen Boozy Beverage Brands Are Marketing To Consumers Across Channels

For many people, their favorite summer pastimes include enjoying adult beverages and frozen desserts. Alcohol companies got wise and figured, why not enjoy them together? The consumer product goods (CPG) market is now seeing boozy frozen treats from companies including Coors, Truly Hard Seltzer, Bud Light and Fishers Island. These popular brands are deploying breezy, summer-focused, multichannel campaigns to promote their new products as summer heats up.

Coors Seltzer Partners With Tipsy Scoop And Offers 15% Creamsicle Treat Discount With Newsletter Signup

Coors partnered with Tipsy Scoop, a brick-and-mortar and online retailer specializing in boozy frozen treats, to create its new ice cream, Coors Seltzer Orange Cream Pop. “Inspired by the nostalgic orange creamsicle we typically see as a popsicle, Coors Seltzer Orange Cream Pop ice cream by Tipsy Scoop is an upgraded summer treat for the ultimate refreshment,” said Elizabeth Hitch, Marketing Director of Hard Seltzers at Molson Coors. The Coors’ offering is limited edition and can be purchased directly from Tipsy Scoop for pick-up or delivery. To get 15% off their order of Coors Seltzer Orange Cream Pop ice cream, consumers can sign up to receive news and information from Coors Seltzer and its affiliates. 

Truly Lemonade Freeze Pops Kicks Off Fan Sweepstakes On Twitter And Instagram

Truly Hard Seltzer asks fans of its new frozen treats, “How Far Would You Go For A Truly Freeze Pop?” in a sweepstakes promotion on Twitter and Instagram. Fans are invited to respond in the comments for a chance to win “gas money for a Truly Freeze Pops road trip.” The Truly Lemonade Freeze Pops, based on the popular Truly Lemonade seltzer variety pack, were released just in time for summer and are offered only in several states, inspiring the gas money sweepstakes. Sweepstakes and promotions can be effective for brands when trying to spread the word about newer products, generating excitement with fans and creating organic growth. 

Bud Light Capitalizes On Popularity Of Seltzer With Release Of Bud Light Seltzer Icicles

Bud Light, after releasing its very popular hard seltzer last summer, launched a new product this summer in anticipation of the return to classic summer fun. “We know this summer is going to be a special one for us all, so to celebrate we’re bringing something special to the market for our loyal fans while also attracting new ones. Our new limited-edition Bud Light Seltzer Retro Summer Pack and Icicles are inspired by delicious and iconic flavors, which are synonymous with the season, and the eye-catching packaging is reminiscent of past summers,” said Andy Goeler, Vice President of Marketing of Bud Light. Seltzers have become an effective additional revenue stream for alcohol brands with sales expected to far exceed earlier predictions. By releasing the Icicles alongside the Bud Light Seltzer Retro Summer Pack, Bud Light is able to leverage consumer affinity for seltzer and create interest around its new product. The brand is promoting the new products across social channels. 

Fishers Island Leverages Ecommerce Success With Launch Of Frozen Spirit Pops

Ecommerce became an effective selling platform for many CPG and alcohol brands during the pandemic. Fishers Island, a startup that specializes in a ready-to-drink lemonade cocktail made with “premium vodka, barrel-aged whiskey, lemon and honey,” introduced Fishers Island Frozen Spirit Pops this summer, made with the brand’s same distinct recipe. Like all Fishers Island products, which include beachy branded swag and its signature hard lemonade variety packs, the frozen pops are sold directly to consumers from the Fishers Island ecommerce platform. The Fishers Island website, in addition to offering online ordering, also shares recipes and information about the brand’s philanthropic efforts. A robust website that offers seamless transactions and useful information can increase brand awareness and drive sales.

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