Story May 8, 2023 12:00:00 AM jamar-jones 2 min read
In recent years, the hard seltzer category has exploded onto the scene, quickly becoming one of the fastest-growing segments in the beverage industry. However, many of these products have been one-dimensional, only offering a single ABV and flavor. This is where System comes in, redefining the hard seltzer category with its multi-ABV, multi-flavor offerings.
System was born out of a desire to create a drinking experience that was inclusive, offering something for everyone, regardless of whether they were looking to consume alcohol or not. Co-founders Anthony Spina and Matt Sievers noticed a trend amongst their friends and family, who were often shifting between alcoholic and non-alcoholic offerings while socializing. They saw a world where it wasn't solely all or nothing when it came to drinking alcohol and decided to create a brand that reflected this.
Initially, the brand was launched under the name Primer, with a nine-pack that contained cans in the same flavor but of three different ABVs - zero, five percent, and eight percent. However, they quickly realized that while this was a primer for the way people were actually drinking, it didn't fully represent what the brand was all about. So, just two months after its debut, they pivoted and rebranded as System.
System is the first hard seltzer brand to offer multiple ABVs and flavors in one pack, providing consumers with the opportunity to switch between beverages and customize their drinking experience. The brand offers mango and black cherry flavors in a multi-ABV pack, and a multi-flavor 5 percent ABV pack that includes black cherry, mango, and lemon-lime. In bars and restaurants, customers can buy the zero percent and five percent without the eight percent. In off-premise sales, it's the multi-ABV variety pack and then the multi-flavor 5 percent ABV pack.
The response to System has been overwhelmingly positive, with customers praising the brand for its inclusivity and choice.
It's no wonder that the brand sold out of its products during its first music festival debut at Riotfest in Chicago in September 2022.
System's founders are passionate about what they've created, with Spina saying, "We created something that didn't exist in the work, something our communities were asking for, so we decided to create it. That's been the most exciting part of the journey."
System's inclusive approach to drinking is a positive thing in the alcohol space, as it reflects the changing drinking habits of consumers and provides them with more choice. If you want to try it for yourself, head over to https://systemseltzers.com/ and discover a new way of drinking.