Sonic Hard Seltzer has rolled out of its home state of Oklahoma into six new markets and is sporting a new package format.
The bubbly beverage, made through a partnership between fast food giant Sonic Drive-In and Oklahoma City-headquartered COOP Ale Works, is now available in Texas, Arkansas, Kansas, Missouri, Nebraska and Arizona in two variety 12-packs of slim/sleek cans — a departure from the traditional 12 oz. cans the product debuted in.
“Sleek cans were always part of the plan,” COOP president Sean Mossman told Brewbound. “However, sleek can availability was severely limited back in May when we launched in Oklahoma. As market conditions changed, sleek cans became available and we were able to secure a significant contract with our supplier for the expansion into other states.”
Since its Oklahoma launch during Memorial Day weekend, COOP has reworked the Sonic Hard Seltzer recipe and will be introducing the reformulated version to new markets.
“More than anything, we’ve had the benefit of time to tweak flavors as we’ve gone along,” Mossman said. “The result is a more true representation of the experience consumers have with the non-alcoholic drinks when they go to a Sonic Drive-in, in hard seltzer form.”
The 5% ABV hard seltzers mirror popular flavors in Sonic’s extensive soft drink menu. The tropical variety pack includes Melon Medley, Mango Guava, Orange Pineapple and Sonic’s signature Ocean Water. In the citrus pack are Cherry Limeade, original Limeade, Classic Lemonade and Lemon Berry. Each 12 oz. can checks in at 100 calories and contains one gram of sugar.
In Oklahoma, where both COOP and Sonic are based, consumers’ connection with the brand drove so much enthusiasm for the launch that four weeks’ worth of product sold out within four days, Mossman told Brewbound in August. The brewery had planned to launch in Texas, Kansas, Arkansas, Missouri and Nebraska in mid-August, but “overwhelming demand” in Oklahoma depleted inventory and COOP now works with a contract brewer.
During its first week in market, Sonic Hard Seltzer captured 17.2% of the hard seltzer segment in Oklahoma and settled into an 11% share in the weeks that followed, Mossman said. By studying the launches of new hard seltzers with familiar brand names, such as Bud Light Seltzer and Michelob Hard Seltzer, COOP had planned to reach a 5% share and produced accordingly.
Most of the markets in Sonic Hard Seltzer’s second wave are home to a significant number of Sonic Drive-Ins, creating a consumer base that’s familiar with the brand. With 962 Sonic Drive-Ins, Texas has more locations than any other state, including Oklahoma, where there are 272. There are 194 Sonic Drive-Ins in Arkansas; 185 in Missouri, and 136 in Kansas. Arizona is home to 92 Sonic Drive-Ins, and Nebraska has 28.
Nationwide, there are 3,545 Sonic Drive-Ins in 46 states. The only four states without a Sonic Drive-In location are Hawaii, Maine, New Hampshire and Vermont.
Next year, COOP is prioritizing geographic expansion over product innovation.
“We are beginning to work on new flavors for 2023,” Mossman said. “For 2022, most of the country will be enjoying Sonic Hard Seltzers in their current forms for the first time.”