The year of 2019 will be best remembered in some quarters as the summer of White Claw seltzer. And the fizzy, boozy beverage isn’t going away any time soon.
Hard seltzer is Gen Z’s answer to the treacly sweet wine coolers and Zima’s of the 80s and 90s, a canned beverage that’s low on sugar but high on flavor. It’s a spiked version of love-it-or-loathe it La Croix, a drink with way more personality than a Vodka Tonic. And now the ubiquitous sipper that’s on seemingly everyone’s lips is taking its brand of low-cal refreshment on the road.
Seltzer Land, the first nationally-touring hard seltzer festival, will be traveling to nine U.S. cities this spring and summer, with tastings of more than 100 hard seltzer varieties. The festival is produced by the New York-based Cannonball Productions, best known for their popular Bacon and Beer Classic.
"We want people to feel confident when they buy a case at the store and with a new bubbly popping up every week, it's hard to keep up,” says CEO Kate Levenstein. “Seltzer Land is the best way to taste all of the best brands and flavors while having the greatest day with your friends [and] will be filled with tons of experiences and surprises!"
Tickets are all-inclusive and include three hours of unlimited hard seltzer samples, live music, games, a flash tat station, can jam, cornhole, spike ball and photo opportunities in a giant bubble pit; food will be available for purchase from local partners in each city. There are two ways to experience Seltzer Land; General Admission entry starts at $29 and VIP entry starts at $49. There will be two sessions of the festival: a brunch session from 12:30pm to 3:30pm and an afternoon party from 5 to 8pm.
VIP ticket holders will get to enter 30 minutes early through an expedited line and will enjoy access to an exclusive lounge, full twelve-ounce can of hard seltzer, cocktails and complimentary food samples.
Select hard seltzers brands participating include White Claw, Corona Hard Seltzer, Bon & Viv, Willie's Superbrew, Crook & Marker, Wild Basin Boozy Sparkling Water, SeekOut Real Hard Seltzer and Itz Spritz.
“Hard seltzers sales have ‘spiked’ over the past year and they’re not slowing down,” Levenstein said in a statement. “Across the board one thing is clear: everybody loves hard seltzer.”
For more info and to purchase tickets, visit the festival website.