Americans have had a longstanding love affair with sweet beverages; a cheerfulness not confined to the non-alcoholic territory. The famed Long Island Iced Tea has long satisfied young adults' sweet tooth. However, as consumers grow older, they are moving toward the flavor-profile of such cocktails but with lower alcohol content - this shift has led to the rise of hard iced teas.

Situated in the flavored malt beverage (FMB) category, Twisted Tea has enjoyed the top spot as the country’s best-selling hard iced tea. The Boston Beer Company, the power behind notable names such as Samuel Adams and Dog Fish Head beers, Angry Orchard Ciders, and Truly Hard Seltzer, produces this hard tea.

Though the hard seltzer and beer market is rife with competition, few brands ventured into the hard tea field till recently. But times are precisely changing as well-known beer and regular iced tea manufacturers venture into the alcoholic iced tea arena, leading to a variety of options for consumers.

According to Michelle Robertson, the senior brand manager for Voodoo Ranger (a brand under New Belgium Brewing Co., part of the Japan-based Kirin Beverage Group), “some people just don't consider themselves beer drinkers, but they do like hard tea. It's just another way to reach new drinkers who are looking for something more in that FMB segment.”

Voodoo Ranger recently launched its Hard Charged Tea, boasting a higher ABV (7%) compared to Twisted Tea and others (5%). They are banking on the emerging trend, aiming to carve a niche in the growing segment. Their range includes peach, half lemonade, and a razz pop, mimicking the flavors of the classic bomb pop.

Moreover, other breweries, such as Ohio's Great Lakes Brewing Co., New Jersey's Cape May Brewing Co., and recognized convenience store cooler brands like Lipton and Arizona, have also joined the hard tea party. Some of them have partnered with alcohol producers to generate adult versions of their widely loved drinks, often just enhancing their popular N/A beverages with an alcoholic twist.

An FMB might use a base produced from malt or fermented sugar to form a neutral alcohol that can be flavored with a variety of adjuncts. Several manufacturers in the hard tea segment claim to use “real tea” and “natural flavors” to achieve the desired taste. Most hard teas have slight carbonation or none at all.

Competitors in the FMB world have selected to use distilled spirits instead. High Noon, a popular seltzer brand, released a vodka iced tea, while Surfside, a relatively new brand, is making quick progress by coupling vodka with familiar flavors like peach and half and half.

As familiarity accompanied by the sugar kick draws many towards these hard teas, breweries find themselves with opportunities to use various teas and botanicals to create exciting and refreshing flavors beyond what’s available in the mainstream. For now, Twisted Tea leads the hard tea segment, but smaller producers are bound to join the fray. According to Robertson, “there aren't a lot of players out in the space yet. And it's seeing growth so obviously it's an appealing category for brewers who are in the beer category.”