Topo Chico is getting spiked

Illustration for article titled Topo Chico is getting spiked
Photo: Coca-Cola (Other)

It’s been a weird week for beverage news. Budweiser has announced the release of its very first beer containing no alcohol, and Coca-Cola, which owns the beloved and famously non-alcoholic seltzer brand Topo Chico, has announced that a new boozy version of the drink will be “offered in select cities in Latin America later this year.”

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Coca-Cola’s press release announcing this earth-shattering product is short—almost insultingly short, considering the typical bubbly verbosity of your average press release. Here’s the announcement, in full:

The Coca-Cola Company is committed to exploring new products in dynamic beverage categories, including hard seltzer. Topo Chico Hard Seltzer is an experimental drink inspired by Topo Chico sparkling mineral water, which has been popular with many mixologists. Topo Chico Hard Seltzer will be offered in select cities in Latin America later this year. We will share more details closer to launch.

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This announcement sounds measured, cautious, even resigned. Why, though? Why isn’t the company more excited by this new product? Its prospective customers in the U.S. sure are; many of us (I’m assuming I can’t be the only one?) use Topo as the perfect base for mixed drinks already, and a pre-spiked version would make things a lot simpler. There’s a general consensus that this seltzer has the sharpest, fizziest bubbles of any seltzer on the market, so hopefully that aspect of Topo is preserved in the new product. And while we’re at it, Topo is also a key ingredient in coffee drinks and hangover cures, so why doesn’t Coca-Cola innovate some ready-to-drink versions of those, too?

While it isn’t mentioned in the announcement above, Coca-Cola confirmed to Bloomberg that it planned to offer Topo Chico Hard Seltzer in the U.S. starting in 2021. Another interesting tidbit from Bloomberg: “The Atlanta-based company wants to diversify its beverage portfolio as consumers migrate away from sugary soft drinks.” Give me a Topo over a Coke any day.

Marnie Shure is editor in chief of The Takeout.

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DISCUSSION

torchbearer2
torchbearer2

Love TC, I was shocked to only find out like a month ago coke bought them in 2017. The part that shocked me was how little advertising they do considering coke would presumably want to push the product everywhere.

I think the reason why they would refrain from going into the hangover and coffee markets are that the focus is still on the water with the higher sulfur content. When you cover up the flavor, you might as well just use carbonated tap water.