When White Claw was released in 2016, I was the brand’s target customer, a college-aged sorority girl who loved drinking with my friends. And yet, I wouldn’t touch it with a ten-foot pole because I, like many of my peers, did not and still don’t enjoy carbonated alcoholic drinks.
So, it is with great excitement that Molson Coors announced a newly released non-sparking, canned seltzer called Happy Thursday, a new line of beverages for bubble haters hitting shelves next year, targeting the ever-evolving preferences of young consumers.
While ready-to-drink canned hard seltzers like White Claw and Truly have formerly dominated the market, Molson Coors recognized an untapped desire for a non-carbonated option. The idea was inspired by TikTok videos of people removing carbonation from their drinks using a milk frother.
