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The surprising way your favorite hard seltzer gets its flavor, according to an expert
When it comes to the beverage industry, hard seltzers have taken the market by storm in recent years. With brands like White Claw, Truly, Bon & Viv, and Press gaining immense popularity, it’s clear that hard seltzers have found a place in the hearts of consumers. But have you ever wondered how these refreshing and flavorful beverages are made? In this article, we’ll explore the fascinating process behind creating the flavors of your favorite hard seltzers, as revealed by Marie Wright, Chief Global Flavorist and President of Creation, Design & Development for Archer Daniels Midland (ADM).
Customer Input: The starting point for flavor development
Creating new flavors for hard seltzer starts with understanding consumer preferences. Wright explains that seltzer manufacturers gather opinions through a social media tool called OutsideVoice™. This tool allows them to engage with seltzer drinkers and gain insight into the flavors they desire. By understanding the expectations and preferences of the target demographic, seltzer manufacturers can develop flavors that resonate with their audience.
The art of flavor creation
Once the desired flavors are identified, flavorists begin the creative process of developing the perfect flavor combination. They use a variety of ingredients, including extracts, oils, absolutes, and natural molecules, to create the flavors that make your taste buds tingle. Wright likens a flavorist’s approach to that of a chef, blending multiple ingredients to achieve a harmonious and balanced taste.
The challenges of creating natural-tasting flavors
One of the challenges flavorists face is finding the right balance between sweetness and authenticity. Seltzer drinkers generally prefer clean, authentic flavors without excessive sweetness. However, reducing sweetness makes it difficult to create natural-tasting fruit flavors that complement the beverage’s alcohol base. Sugar, like salt, enhances flavor but can sometimes make a flavor taste artificial. To overcome this challenge, flavorists use clever techniques and ingredients. For example, Wright reveals that lavender absolute is often used with citrus flavors to make them juicier. In addition, different fruit blends can be combined to add sweetness and mouthfeel, resulting in a full-bodied and authentic flavor.
Emerging Flavor Trends
As the hard seltzer market continues to evolve, new flavor trends are emerging. According to Wright, citrus flavors have always been successful, but there is a growing interest in more sophisticated citrus varieties such as calamansi and pomelo. She also mentions the rise of clementine flavors. In addition to citrus, tropical flavors such as passion fruit and mango are gaining popularity in the hard seltzer industry. In addition, seasonal flavors such as pumpkin spice and apple spice are expected to emerge to meet changing consumer preferences. In addition, seltzers with spa-inspired flavors such as cucumber mint or peach lavender are being developed to promote relaxation and reduce anxiety.
The future of hard seltzer
In summary, hard seltzers have established themselves as a mainstay in the beverage landscape. With their lower calorie and carbohydrate content compared to beer, combined with a wide range of flavors to suit every palate, hard seltzers have captured the hearts of many consumers. The process of developing these flavors involves a meticulous and creative approach, ensuring that each sip delivers a bold fruit flavor and satisfying aroma. As the industry continues to innovate, we can expect more complex and enticing flavors to emerge, giving seltzer lovers even more options to enjoy.
So the next time you crack open a can of your favorite hard seltzer, take a moment to appreciate the artistry and expertise that goes into creating the delicious flavors that make it so enjoyable. Here’s to the surprising way your favorite hard seltzer gets its flavor!
FAQS
How do seltzer manufacturers come up with the wide variety of flavors in hard seltzer?
Seltzer manufacturers gather consumer opinions through social media tools and use their input to develop flavors that resonate with the target demographic. Expert flavorists then blend extracts, oils and natural molecules to create the desired flavors.
What challenges do flavorists face when creating natural-tasting flavors for hard seltzers?
One of the challenges is finding the right balance between sweetness and authenticity. Seltzer drinkers prefer clean, authentic flavors without excessive sweetness, but reducing sweetness can make it difficult to create natural-tasting fruit flavors that can compete with the taste of alcohol. Flavorists use clever techniques and ingredients, such as lavender absolute, to enhance flavor profiles while maintaining authenticity.
What are some of the emerging flavor trends in the hard seltzer industry?
Citrus flavors, especially sophisticated varieties such as calamansi and pomelo, are growing in popularity. Tropical flavors such as passion fruit and mango are also on the rise. Seasonal flavors such as pumpkin spice and apple spice are expected to make an appearance, and spa-inspired flavors such as cucumber mint and peach lavender are being developed to promote relaxation and reduce anxiety.
Are hard seltzers a healthier alternative to beer?
Yes, hard seltzers are often considered a healthier alternative to beer due to their lower calorie and carbohydrate content. They offer a similar alcohol content but with fewer calories and carbohydrates, making them appealing to those seeking a lighter beverage option.
How does customer input influence the development of hard seltzer flavors?
Seltzer manufacturers actively seek customer input through social media tools to understand their flavor preferences. This feedback helps shape the development of new flavors, ensuring that seltzer brands create options that appeal to their target audience.
Can a simple flavor be complex in a hard seltzer?
Yes, even a simple flavor can be complex in a hard seltzer. Flavorists blend multiple ingredients to achieve a perfectly balanced taste, creating flavors that offer a bold fruit taste, a full-bodied aroma and a satisfying finish. The artistry and expertise involved in flavor creation elevates even the simplest flavors to a more complex and enjoyable experience.