Pumpkin Spice Hard Seltzer Exists Because 2020 Isn't Done With Us Yet
There are a half-dozen Etsy sellers who are currently selling drink tumblers that look like cans of Pumpkin Spice-flavored White Claw, or who have digital downloads of labels so you can make your own spiced-out can of faux Claw. Instead of White Claw's familiar wave logo, the fall-inspired knockoffs feature decorative gourds, brightly colored leaves and (of course) a small Pumpkin Spice Latte in a to-go cup. "It's fall, y'all," one version says. "Leggings, leaves, and Claw'tes."
If the idea of a Pumpkin Spice-flavored hard seltzer makes your eyes roll out of their sockets and toward the back half of your skull, then it's probably best if you stop reading right after this sentence. VIVE Hard Seltzer has announced that it is "tying into America's love affair with pumpkin spice" and releasing limited-edition six packs of the increasingly inescapable flavor.
"The thing that makes VIVE so refreshingly different is in its flavor profile, overall. When my brother had me try his take on Pumpkin Spice Hard Seltzer, I knew it had to exist in the world," Jake Rouse, the co-founder and CEO of VIVE's partner company, Braxton Brewing Company, said in a statement. "There are few other products where a flavor profile and a customer base align so directly, that we wanted to be sure that we nailed the flavor. VIVE Pumpkin Spice is likely going to be laughed at initially, but when you try it, you'll quickly understand why we're thrilled to launch!"
The "you're all going to think this is ridiculous" approach is a new one, but it's hard to deny the enduring appeal of Pumpkin Spice products. Last year, sales of pumpkin spice-flavored everything totaled $511.5 million, which was a 4.7 percent increase over 2018's total sales of $488.8 million, according to data from Nielsen. Almost a quarter (24 percent) of people who bought something pumpkin spiced last year bought it the year before, too.
And obviously, any pumpkin spice-related convo is incomplete without mentioning the Starbucks Pumpkin Spice Latte which is the best selling beverage in the company's history: last year, CNBC reported that more than 424 million PSLs have been sold since its launch in 2003.
But back to the hard seltzer. According to Rouse, VIVE's PSHS (sure, let's make that abbreviation happen, nothing matters anymore) will have an "incredible aroma" with hints of anise, cinnamon, and pumpkin. "The response has been incredible," he told WFMY. "The first thing [taste testers] say is, 'Wow! I didn't know what to expect, but it really was surprisingly good.'"
VIVE, which is based in Covington, Kentucky, will be sending its newest flavor to Kroger stores in Ohio, Kentucky, and Tennessee in September. It will sell for $9.99 per six-pack. If you love it –– and you live in one of those three states –– you're in for quite an autumn.