Bud Light is, by far, America's best-selling beer. So when the brand decided to jump into the exploding hard seltzer market, it wasn't long before they pushed towards the top of that category as well. But Bud Light Seltzer still has work to do before toppling the market leader, White Claw. And in the quest for further publicity, Bud Light has turned to the tried and true: pumpkin spice.
Yesterday, Bud Light Seltzer announced their seasonal "Fall Flannel" mixed 12-pack — and though the four flavors included in the pack certainly nail the autumn theme, they may not sound like what you'd expect out of a hard seltzer: Pumpkin Spice, Toasted Marshmallow, Maple Pear, and Apple Crisp.
Courtesy of Bud Light
"Since launching Bud Light Seltzer, we have continued to disrupt the seltzer category by expanding our portfolio with unexpected and delicious flavors," Andy Goeler, Bud Light's vice president of marketing, said in the announcement. "We're excited to bring our limited-edition Fall Flannel variety pack to the market, giving consumers a new innovation that is inspired by the season and perfect for all autumn occasions."
But what do they taste like? Bud Light Seltzer Pumpkin Spice is billed as featuring "pumpkin, cinnamon, nutmeg, and vanilla flavors." Toasted Marshmallow is described as "sweet marshmallow with a hint of chocolate flavor [that's] paired with the refreshment of a seltzer." Maple Pear is said to offer "the refreshingly tasty pair of maple syrup and pear flavors." And finally, Apple Crisp — which is returning from last year — has "all the flavor of apple pie with all the refreshment of a seltzer."
This Fall Flannel pack will be available nationwide from September 6 through to the end of October. Much like the rest of Bud Light Seltzer's offerings, the drinks arrive in 12-ounce slim cans with 100 calories and less than 1 gram of sugar each. Bud Light also says the 5 percent ABV seltzers are made from cane sugar and natural flavors.
But as recent as the hard seltzer boom has begun, Bud Light isn't the first brand to go full-on fall: Vive released the first pumpkin spice hard seltzer last year.