The News
Vital Premium Hard Seltzer has launched in Nashville with a sugar cane-based alcohol, real fruit juice, 100 calories per can, 1 gram of sugar, zero artificial ingredients, and electrolytes. The product is made to deliver bold flavor with a cleaner finish, targeting consumers looking for a more refined hard seltzer experience.
The Takeaway
- Sugar Cane Base: Vital uses alcohol derived from sugar cane instead of traditional grain-based options, giving it a crisper finish. This choice sets it apart in the hard seltzer category by emphasizing a more refined drinking experience.
- Electrolyte Focus: The product includes electrolytes and is designed to be less carbonated for a smoother, easier-drinking experience. This aligns with growing consumer interest in functional beverages that support hydration without compromising flavor or quality—the same wellness-adjacent occasion high-performance NA and functional cold-case competition is reshaping in beer, seltzer, and hop-water sets.
- Cultural Inspiration: Founded by the LaSarre couple, Vital was inspired by their trip to Colombia’s Carnaval, where they wanted to capture the spirit of celebration in a can. The product reflects a blend of global influence and local craftsmanship, aiming for premium appeal in a competitive market.
Original Press Release
Made with a sugar cane base, real fruit juice, low carbonation and electrolytes, Vital reimagines the hard seltzer category with a cleaner, crisper finish for elevated occasions today and an easier tomorrow.
NASHVILLE, Tenn. – Vital Premium Hard Seltzer debuts today in the Nashville market, introducing a hard seltzer made with real fruit juice and a superior-quality, sugar cane-based alcohol. Each 12-ounce can is 5 percent ABV, 100 calories, 1 gram of sugar, infused with electrolytes, zero artificial ingredients and dialed down in carbonation for a crisp finish. The result is bold flavor that feels as good as it tastes.
Vital was born from the shared perspective of Jimmy and Tatiana LaSarre and their love of gathering, hosting and celebrating well. Inspired during a trip to Carnaval in Barranquilla, Colombia, where the city comes alive in celebration of its rich and colorful heritage, the LaSarres set out to capture that spirit in a can, leaning into vibrant flavor and thoughtful balance for the moments that matter. Back home, they began experimenting with flavor profiles, fruit combinations and different electrolytes, and eventually those early concepts evolved into Vital, a premium hard seltzer crafted for a more refined drinking experience.
“We wanted a seltzer that delivers on taste and leaves you feeling good. The alcohol derived from sugar cane gives us a cleaner, crisper profile than anything else we have tasted, and that difference is immediate,” said Vital Premium Hard Seltzer co-founder Jimmy LaSarre. “Some hard seltzers can be overly sweet, calorie-dense and heavy, but Vital is proof that a seltzer can be better than that. We’ve taken our time and crafted Vital using best-in-class, gluten-free ingredients for a better drinking experience. With Vital, we really feel we’ve created a new kind of seltzer. Welcome to Hard Seltzer 2.0.”
The brand debuts its first collection of four drinks, reflecting the vibrant, juicy and aromatic flavors of the tropics:
Blood Orange: Bold citrus with a smooth, refreshing finish
Blood Orange: Bold citrus with a smooth, refreshing finish
Berry Infusion: A vibrant blend of rich, juicy berries
Berry Infusion: A vibrant blend of rich, juicy berries
Lymón: Crisp with a refreshing twist of indulgence
Lymón: Crisp with a refreshing twist of indulgence
Tropical Passion: Golden, smooth and tropically inspired
Tropical Passion: Golden, smooth and tropically inspired
Co-founder Tatiana LaSarre, who was born and raised in Colombia and is a practicing periodontist whose science-driven and wellness-focused perspective helped shape Vital’s balanced taste and thoughtful functionality from the start, said, “I am excited to bring the tropical flavors and effervescence of my culture through the launch of Vital. This brand really captures that spirit of celebration, culture and connection, which we know will resonate with discerning drinkers who refuse to settle for ordinary.”
Vital selected Nashville as its launch location because the city mirrors the brand’s emphasis on community, lifestyle and a well-rounded approach to well-being. Now available at select Nashville-area liquor retailers, Vital Premium Hard Seltzer is offered in single-flavor four-packs of 12-ounce cans at projected prices of $9.99 MSRP or four-flavor variety twelve-packs of 12-ounce cans ($29.99 MSRP). Vital will be distributed in Tennessee by Athens Distributing Company. The launch arrives as hard seltzer continues to evolve beyond its early boom, with drinkers increasingly looking for options that feel more intentional for social occasions. In a social market like Nashville, where taste travels fast through the hospitality scene, consumers are gravitating toward brands they can come back to. NielsenIQ reports that RTD and RTS offerings have matured into a $13.9 billion category and now represent 12.5 percent of total U.S. beverage alcohol dollar sales, signaling a shift from hype to habit as consumers build repeatable preferences. At the same time, the broader RTD category continues to expand, with volumes growing at a compound annual rate of 14 percent in the U.S. between 2019 and 2024, according to IWSR data—part of the same moderation and “better-for-you” shift guest coverage of the low-ABV and NA movement tracks from a public-health and retail angle.
According to Jimmy LaSarre, “We value our partnership with Athens Distributing Company as we bring Vital to Nashville and throughout Tennessee. Athens knows this market and the hospitality community well, and we are proud to have them alongside us as we introduce Vital to retailers and bars across the region.”
Source: BevNET