Bluebird launches hard water RTDs

by Georgie Collins

Florida-based brand Bluebird has claimed to have created a new category of ready-to-drink (RTD) canned products, which combine premium spirits with ultra-purified still water.

Bluebird Hardwater is said to be the 'first and only’ company to combine spirits with ultra-purified water to create a new RTD category. Founded by CEO Will Blum, the company has launched with a trio of alcoholic canned beverages: vodka and water; Tequila and water; and whiskey and water. “What began as a personal quest to find an alcoholic option that resonated with an active lifestyle has evolved into a brand new, clean solution for adults who want to imbibe without feeling weighed down by the extra bubbles, sugar, and additives that are associated with alcohol beverages,” said Blum. “After testing hundreds of recipes and consulting with suppliers, our goal became clear – deliver a high-grade, portable low-alc alternative to current market offerings. “Whether you’re at the beach, golf course, campsite or ski lodge, Bluebird Hardwater offers a better pour.” Each 340ml can clocks in at 4% ABV, and has 78 calories. The drinks contain no sugar, preservatives, ‘fake’ flavours or artificial sweeteners. Bluebird Hardwater is said to combine the highest quality water and distilled spirits to create a 'balanced experience'. The company has partnered with a network of distributors, including the Anheuser-Busch network in Florida and Empire in New York. Bluebird Hardwater will be available for sale at select liquor stores in both markets and online in 23 states. The cans are sold at an RRP US$11.99 per pack of four. In our 2022 World Spirits Report, it was found that the hard seltzer category in the US is starting to plateau.

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