Rise of Sugar-Brew

What do White Claw, Vizzy, Truly, and other ready-to-drink alcohol beverage companies have in common? Simply put, they're all a product of a fermentation process commonly called "sugar brew." Sugar brew is the sugar from beets, corn, or sugar cane used as the alcohol base. Sugar brew products differ from beer, which uses grains for its fermentation base. It's typically a method used for home brewers but has very recently become a popular alternative to fermented grain beverages like vodka or beer. We're here to explore what sugar brew is, what makes the process unique, and the value of using it in your product. We also want to highlight some of the most popular brands that brought it to market!

The Sugar Brew Process

The sugar brew process is similar to brewing any other type of alcohol, but to get a better understanding, let's lay out one key concept: fermentation. Fermentation is simply when a substance is broken down and converted into something else. Most craft beers are fermented by using yeast to convert the glucose (sugar) from grains into alcohol. As we mentioned before, rather than using grain as a source of glucose, sugar-brew uses non-gluten sources like sugar cane, beets, or corn. Because sugar is a relatively simple compound, the alcohol compounds from sugar-brew are smaller and not nearly as strong as beer. Thus, you're left with a colorless gluten-free brew with fewer calories than most beverages. Sugar brew is growing increasingly popular in the market as it's expanded the possibilities of selling alcohol and non-alcoholic beverages.

Seltzers and "beyond beer" products are created in similar processes in that they're both fermented using yeast and a sugar source that's turned into alcohol. The difference is that when beer is fermented, the sugar is extracted by "wort" or malt extract and water. For sugar brew, the wort process is skipped entirely, and the sugar cane is fermented in water. Many more brands, such as Corona, Crook & Marker, Four Loko, and even Bud Light, are catching on to the alternative alcohol base.

Sugar Brew Brands

Many brands are taking advantage of the sugar brew craze that seems to be dominating the beverage industry. More notably, hard seltzer brands have been making significant strides in the market for years now as more consumers crave ready-to-drink cocktails and beer alternatives. Hard seltzers also include labels such as "beyond beer" and spirit/wine-based seltzers. Some of the brands wielding the sugar brew method are Bon & Liv, White Claw, and Coors seltzers, to name a few. Bon & Liv is a beverage company that sells hard seltzers in various flavors. The spiked seltzers are brewed with natural sugar cane, contain only 90 calories, and have a 4.8% ABV. In addition to that, you've almost certainly heard of White Claw. This industry-dominating brand serves hard seltzers made from seltzer water, gluten-free malted alcohol base, and various flavors. The base comprises 51% sugar, small amounts of yeast, nutrients, and water. Another brand that is also taking advantage of the sugar-brew craze is Coors seltzers. Much like Bon & Liv, their seltzers are low in calories and brewed from sugar cane, but they also use the lightness of the seltzers to pack their beverages with fruit aromas such as black cherry, mango, lemon-lime, and grapefruit.

Sweet for All

We've discussed the remarkable science of sugar brew, but what makes it unique from a consumer perspective? Or even a production and sales perspective? For the average consumer, sugar brew's appeal comes from its low caloric and alcohol content, less sweetness, and a wider variety of flavor possibilities. These days, many buyers are looking for products that will aid their wellness-related goals, and many sugar-brew products allow for flexibility in one's drinking habits. Others merely love the variety of flavors that sugar-brew products can produce. Many consumers are looking to drink and explore different flavors for a varied pallet, and sugar-brew products are a great addition.

From a sales perspective, companies may consider sugar brew products for their label flexibility. The Federal Alcohol Administration (FAA) categorizes sugar brew products as malt beverages and beer, which allows distributors and brand owners to capture a broader audience. Finally, there are even packaging and production benefits to using sugar brew! Since its production methods are so versatile, brands have a wide range of co-packaging, taproom, and retail options.

Sugar brew is an innovation that everyone in the beverage industry should watch. It's a unique brewing technique that can develop flavorful beverages, offer tasteful alcohol alternatives, and offer convenience for beverage producers. These products will continue to expand the market and establish itself as a standard in the alcohol world, much like beer itself.