Summer is coming to a close for Harpoon Brewery and Polar Beverages’ hard seltzer brand.
Initially dubbed Arctic Summer when the brand launched in April 2019, the two Massachusetts-headquartered companies are rechristening the hard seltzer line as Arctic Chill in order “to reinforce year-round enjoyment.”
“When we launched Arctic Summer last year, we were blown away by the response from fans. But we also quickly learned that people were just as eager to drink it throughout fall and winter months – just like they drink non-alcoholic seltzer all year long,” Jon London, CMO of Harpoon’s parent company, Mass. Bay Brewing Company, said in a press release. “We felt the brand deserved a name that better reflected how people enjoy it – ice cold and year-round – as well as its laid back personality.”
Arctic Summer launched in four flavors — Ruby Red Grapefruit, Pineapple Pomelo, Raspberry Lime, and Black Cherry — in Northeastern and Mid-Atlantic markets. The original hard seltzer was made with 100% cane sugar and checked in at 5% ABV with 110 calories and 1 gram of sugar per 12 oz. can.
The rebranded Arctic Chill will cut the calories to 100 calories, zero out the sugar and maintain the 5% ABV. The company will continue to offer two mix packs — The Daytripper Mix (Fresh Lime, Strawberry Watermelon, Mandarin Orange and Cranberry Lime) and The Weekender Mix (Pineapple Pomelo, Ruby Red Grapefruit, Raspberry Lime and Black Cherry), as well as 6-packs of Raspberry Lime and Ginger Lime.
The packaging has also been refreshed, dialing back some of the colorful design
Variety packs make up 90% of Arctic Chill’s brand volume. For the 13 weeks ending June 28, off-premise dollar sales of the variety packs increased 25% compared to the same time period in 2019, which cycles the brand’s launch. Additionally, depletions increased 10% in July and August compared to last year “despite significant out-of-stock issues,” a spokesperson said.
Arctic Chill is distributed in about half of the U.S.
Harpoon has forged high profile partnerships with fellow New England companies, including producing a coffee porter with Dunkin’ in 2018. That partnership lives on this fall with coffee- and donut-infused mixed pack this fall. The collaboration includes three new beers — Harpoon Dunkin’ Pumpkin Spiced Latte Ale, Boston Kreme Stout and Jelly Donut IPA — in addition to the coffee porter, which will hit shelves in September. Harpoon will also release Dunkin’ Pumpkin on draft and in 6-packs.
Earlier this year, Harpoon launched a cannoli-inspired stout with Boston’s famed Mike’s Pastry shop and Don’t Poke the Bear golden ale with Boston Bruin Chris Wagner.