SunnyD Vodka Seltzer attracts fascination, scorn

When Mtn Dew put out a tough seltzer model of the teenager-friendly soda early final 12 months, it signaled that huge beverage corporations had been prepared to check the boundaries that for many years had stored manufacturers from venturing into the possibly dangerous territory of so-called crossover drinks.

Whereas the backlash has been considerably muted for that drink and comparable collaborations —reminiscent of Merely Spiked Lemonade from Coca-Cola and Molson Coors—a brand new product has the potential to place the business within the crosshairs of regulators: SunnyD Vodka Seltzer.

The drink, which can hit choose Walmart shops starting this weekend, is an alcoholic model of the 60-year-old orange drink model lengthy related to children. The vodka seltzer, formally introduced this week, is available in a 4-pack of 12-ounce slim cans and comprises 4.5% alcohol by quantity, which is barely above the ABV of the typical mild beer. 

Ilene Bergenfeld, chief advertising officer of SunnyD proprietor Harvest Hill Beverage Firm, described the rationale in a press launch: “Shoppers are keen about this iconic model, rooted in nostalgia however with a style that resonates at this time. Many have instructed us that they get pleasure from SunnyD as a mixer and requested for this product. So, we seemed on the onerous seltzer class, and thought, good, however we will do higher. And SunnyD Vodka Seltzer was born.”

However Trevor Stirling, a monetary analyst overlaying the alcohol business for Sanford C. Bernstein, instantly pounced on it as an “egregious instance” of “irresponsible advertising of U.S. beer and close to beer.” 

Stirling made the remark in a observe despatched to buyers at this time through which he re-shared a prolonged Bernstein report issued late final 12 months that cited a number of new alcohol-juice-soda model crossover merchandise whereas warning that the drinks business risked “a public furor over irresponsible advertising glorifying alcohol manufacturers amongst the underaged.” The report referred to the pattern as a potential “Joe Camel blow-up,” citing cigarette branding from years in the past that was accused of interesting to youngsters.

A SunnyD consultant didn’t present a remark when requested concerning the criticism.