A LIGHTER CHOICE FOR REFRESHMENT

The growth of ranch water in the market is the culmination of three major consumer trends that we have seen in the past couple of years,” explains Joey Parris, CMO at Texas Ranch Water Co., MPL Brands, Sausalito, CA, in a recent Beverage Industry article. Texas Ranch Water’s blue agave-based product is light and refreshing, and comes in 12-ounce cans, each with 100 calories and 2 grams of carbs, “making it an easy choice for consumers,'' he adds.

Cara Piotrowski, client insights at Information Resources Inc. (IRI), Chicago, notes that simple ingredients, tequila’s wide appeal, the convenience of a readyto-drink (RTD) cocktail experience and tequila-based cocktail trends probably influenced the proliferation of ranch water. London- based IWSR Drinks Market Analysis states “Tequila

Ranch Water’s increasing market reach has been supported by trends such as the continued growth of hard seltzers, the continued surge in ready-to-drink cocktails, and low-calorie/low-sugar beverages.”

Catching On Fast

Ranch water brands such as one from Lone River Beverage Co., have experienced growth over the past few years. Exclusive flavors such as Prickly Pear Ranch Water, inspired by the Prickly Pear cactus fruit found in the high desert of Far West Texas. “Tequila is the fastest-growing spirits category in share gains over the past few years,” says Liz Paquette, head of consumer insights at Boston-based Drizly, an online ordering and delivery service. Paquette says Drizly has seen significant increases in consumer demand for ranch water. “Distribution has increased significantly yearover-year for Lone River’s variety pack; in January 2021, it was available in two states, and in January 2022, it was available in 28.”

In February 2021, Dutch brewer Heineken unveiled a line extension of its Dos Equis lager with Dos Equis Ranch Water Classic Lime Hard Seltzer, with 4.5 percent alcohol by volume (ABV) and 90 calories per can. This package features light colors of green on white, beneath the brand’s bold bright red double “X” logo. In March 2021, Diageo PLC acquired Texan producer Far West Spirits, maker of Lone River Ranch Water hard seltzer. The cans replicate the beverage’s clean, lime taste with a green and white color scheme and an agave leaf and lime motif.

A Clean Pour

Coca-Cola’s Topo Chico brand of Ranch Water in tall, 12-ounce slim cans is glutenfree, 12 percent ABV and has 100 calories. The signature Topo Chico graphics and brand logo carry over to the new packaging, promoting a refreshing twist on a hard lime seltzer crafted to taste like the Texas cocktail.

Bluebird Hardwater, from Tallahassee, FL, hopes to carve out a new category within the saturated industry called “hardwater,” though the drink could conceivably be defined as ranch water. The new trio of alcoholic beverages is defined as “premium spirits and ultrapurified water at an ABV (alcohol by volume) of just 4%.” Bluebird contains only premium spirits (vodka, tequila, or whiskey) and ultra-purified still water. Each 12-ounce can of the three varieties has 78 calories, the lowest calorie count in the industry, the company claims. Bluebird is also devoid of carbonation, preservatives, sugars, imitation flavors, and artificial sweeteners.

Bluebird Hardwater CEO and founder, Will Blum, says his alcoholic option resonates with active consumers who want a clean solution without feeling weighed down. Can graphics are as clean, uncomplicated, and informative as Bluebird Hardwater itself, in colors of silver and either blue (vodka), lime green (tequila), or black (whiskey), depending on the liquor inside the can.

Networking with distributors including the Anheuser Busch group in Florida and Empire in New York, Bluebird Hardwater will be available at select liquor stores in both markets and online in 23 U.S. states. These are only a few examples as canned ranch water broadens its reach across the market, experts note. “There are endless opportunities in this space, and consumer education is key,” Parris says.