New Belgium Enters Hard Seltzer Market with Fruit Smash

New Belgium Fruit Smash Hard Seltzer
New Belgium Fruit Smash hard seltzer.

New Belgium Brewing Company has unveiled its first foray into the exploding hard seltzer market: Fruit Smash.

Tapping into the craft hard seltzer trend, Fruit Smash Hard Seltzer​ is a made with real fruit juice. The new product is 100 calories and 4.7% ABV.

Fruit Smash Hard Seltzer comes in three initial flavors:

  • Pink Lemonade:​ Notes of lemon and raspberry.
  • Tropical Punch: Notes of tropical juiciness like mango and tangerine.
  • Berry Blast: ​A splash of strawberry, raspberry and cherry notes.

Fruit Smash Hard Seltzer​ is available nationwide. The suggested retail price is $14.99-$15.99 for a variety 12-pack, depending on local taxes.

“New Belgium is thrilled to expand into the growing hard seltzer category with the launch of Fruit Smash,” says New Belgium CEO Steve Fechheimer. “Our first-ever hard seltzer offering addresses the need for a seltzer that stands for ingredient transparency and bold, natural flavor — something we know consumers are looking for and excited to enjoy.”


Consumers can visit​ to see where Fruit Smash is available for purchase.



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