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Nütrl Vodka Seltzer launches fashion collab with Indy Sunglasses
AB InBev-owned vodka seltzer Nütrl has teamed up with an eyewear brand to launch three new fruit-coloured sunglasses to pair with three of its signature flavours.
The three designs, created by Brooklyn-based Indy Sunglasses, have been created to match Nütrl’s canned vodka seltzer flavours pineapple, black cherry and orange.
The limited-edition cocktail is said to have been designed with lens technology that transitions from dark to light as the sun goes down, meaning they can be worn both day and night.
Indie McFarlane, founder and CEO of Indy Sunglasses, said of the new release: “For me, my favourite time to drink Nütrl is at a music festival so I designed these glasses with that occasion in mind – creating trendy, fruit-coloured lenses that can tastefully accessorise your look all day long. Sunset doesn’t kill the vibe, so it shouldn’t have to ruin your look.”
Each pair will retail at IndySunglasses.com for US$49.00 (£38).
Anheuser-Busch, a subsidiary of drinks giant AB InBev, launched the canned vodka seltzer in the US in 2021. It was originally launched in three flavours: watermelon, pineapple, and raspberry.
Ready-to-drinks (RTDs) have been one of the great recent success stories of the global beverage alcohol landscape — it was the only major category to record volume growth (+2%) in 2023, alongside a strong +6% uptick in value, according to IWSR.
A major driver of growth and innovation within the hard seltzer category is flavour.
“Consumers are leaning more and more into flavours as a main driver of the category,” Thiago Zanettini, global vice-president of beyond beer, craft and specialties at AB InBev, told the spirits business in 2022.
“We are also bringing more offerings that elevate the consumer experience with real juice and other ingredients,” he added, highlighting the company’s Nütrl brand, with fruit juice and vodka, and Michelob Ultra Organic Seltzer Essentials, with coconut water and real fruit juice.