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The sober curious movement continues to pick up steam in the U.S., where demographic groups like millennials and Gen Z are into alcohol-free “dry dating” and conscious consumption.
But the trend toward moderation is nowhere to be found in a new campaign that likens a brand called Fruit Smash Hard Seltzer to “party juice” and says unapologetically that it “wasn’t made to sip.”
Anybody getting beer bong vibes? Chug, chug, chug!
The product, from New Belgium Brewing, contains about the same amount of alcohol as top-selling hard seltzers—slightly shy of 5% ABV.
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