A new alcohol category has emerged in the US, according to start-up Bluebird Hardwater.
Comprising spirits mixed with “ultra-purified water”, the namesake Bluebird brand has launched in the Florida-based company’s home market, along with 22 other states, this month. The range features a vodka, a Tequila and a whiskey – the source of which was not disclosed – mixed with still water to a 4% ABV.
Available in four-, eight- and 16-can packs, the Bluebird website currently states the “hardwater” line has sold out. No SRP was provided.
The US is by far the largest market for RTDs: According to IWSR Drinks Market Analysis, the country sold the equivalent of 387m nine-litre cases in the 12 months of 2021, more than double the volumes in second-placed Japan.
