This week, Lipton unveiled a trio of television and web commercials that state the obvious.
The top-selling non-alcoholic tea brand recently launched a fresh-brewed line with 5% ABV (alcohol by volume). The new hard tea is blended with a triple-filtered malt base in four versions, replicating its best-selling flavored iced tea.
The lineup includes lemon, peach, strawberry, and half & half flavors.
According to Zion Market Research, the hard tea segment pioneered in 2001 by Boston Beer’s Twisted Tea was valued at $20 billion last year. Zion projects revenue will surpass $30 billion by 2030, growing at a combined annual rate of 11.9%.
Europe is expected to register the highest growth rate through 2030, followed by the Asia-Pacific region.
The television commercials, created by Founders Agency, depict situations in which actors are caught in humor, such as a guest who arrives in a swimsuit and fins for a “pool” party at a billiard room. When given a can of the new tea, the actors exclaim, “Obviously!”
Brand director Lisa Texido writes, “We created the recipe to make sure that the smooth, balanced flavor people love about Lipton iced tea came through. People will be surprised that a hard iced tea can be this delicious – a must-try.”
The tea is available in 12-packs of 12oz cans and 24oz single serve. Competitors, including Twisted, sell for $15-$18 for a 12-pack, $3 per 24oz can. Online prices were $18 for the Lipton 12-pack. A 12-pack of non-alcoholic Lipton Iced Tea sells for around $7, about 50-60 cents per can.