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Vizzy is expected to be released in late March. (PHOTO: MillerCoors)

Antioxidants could be differentiator for Miller's new Vizzy hard seltzer

The hard seltzer market is booming. And it's only expected to get bigger, with forecasters estimating that the beverage segment will reach $2 billion in sales next year. In tandem – thanks to an increased interest in health and wellness – the functional beverage market rose 5.9 percent, reaching $27.2 billion over the past year.

MillerCoors is vying for a piece of both pies with Vizzy, a first-of-its-kind hard seltzer featuring antioxidants derived from acerola cherry, a tropical superfruit which contains up to 30 times more vitamin C than an equal portion of orange juice.

In fact, it's the antioxidants which will be a key differentiator for Vizzy. According to Miller's Behind the Beer blog, more than 500 food and beverage products have made a claim about antioxidants over the past two years. But not one of them has been an alcoholic beverage.

Vizzy, which is expected to launch in late March, will feature four flavors: black cherry lime, blueberry pomegranate, strawberry kiwi and pineapple mango.

The 5 percent ABV beverage will be gluten-free (made with fermented cane sugar) and will contain 100 calories and one gram of sugar per serving.

Vizzy hard seltzer will be available in 12-packs of 12-ounce cans, as well as single-flavor six-packs and single cans of Pineapple Mango. Pricing is expected to fall in line with top hard seltzer brands White Claw and Truly.

Considering the timing of the Vizzy release, Milwaukeeans who attend the ALL FiZZED UP event at the Turner Hall Ballroom on March 28 might well be among the first to get a taste of this unique beverage. Get more information here.


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