- The world’s first spiked seltzer festival is happening in Denver this September.
- Fizz Fight is a hard seltzer festival that features unlimited samples of more than 20 hard seltzers, food trucks, and interactive art installations.
- The festival takes place on September 14, offering both a morning and afternoon session. Tickets are on sale now, with regular tickets starting at $US30.00 and VIP tickets at $US50.00.
- Fizz Fight cofounder Jake Browne told INSIDER that he credits larger brands, such as White Claw, for popularising spiked seltzer this summer.
- Visit INSIDER’s homepage for more stories.
After a summer of dominating barbecues, beach trips, and boozy picnics, spiked seltzer is getting its very own festival.
Fizz Fight is the world’s first hard seltzer festival, featuring unlimited samples and tastings of beverages from more than 20 different brands next month.
The festival, which is launching in Denver, Colorado, will showcase some of the larger, national hard seltzer brands – such as Natural Light and Bon & Viv – but also give a number of smaller craft seltzer companies a chance to grow their fan base.
Fizz Fight will also host the first ever hard seltzer competition, including a People’s Seltzer Award voted on by attendees, and feature a diverse offering of food trucks and interactive art installations made by local creatives.
Jake Browne, one of the festival’s founders, told INSIDER that he was first turned onto hard seltzer after he decided to stop drinking beer for a month for dietary reasons.
“I still wanted to have options when going out with friends,” Browne said. “I quickly realised that a lot of tequila – while healthier – was not the best option for me. I was introduced to hard seltzers and just fell in love.”
Hard seltzer has since become the drink of the summer, and Browne believes many Americans have been similarly drawn to the fact that it typically contains less calories and carbohydrates than the average beer or cocktail.
“People are looking for more health-conscious ways to have a good time,” he said. “Even a very sessionable beer is still going to get you about 10 grams of carbs per can. So at the end of a fun afternoon, you just drank a loaf of bread.”
Browne also attributes the seltzer boom to young people, who don’t have as much brand allegiance as older drinkers.
“When I was in college we were drinking terrible flavored vodka and as many Natty Ices as we could get our hands on,” he recalled. “Today more people are getting smarter about what they put in their bodies, and when they’re drinking that doesn’t have to turn off.”
And hard seltzer’s popularity this year has gone far beyond summer parties.
While Browne originally thought the craft brewery industry would reject hard seltzer, many breweries have revealed that it’s now one of the hottest drinks in their taprooms – as well as one of their biggest cash cows.
Browne also credits larger brands, such as White Claw, for popularising spiked seltzer across the country.
“I’m so grateful that White Claw exists – they have done all the work of creating this market and they know how to bring the flavour,” Browne said.
And he doesn’t think hard seltzer is going anywhere anytime soon.
“I think hard seltzer is here to stay,” Browne added. “The people that have bet against it so far aren’t rushing to cash in those tickets.”
Fizz Fight will take place on September 14 and feature both a morning and afternoon session. Tickets are on sale now, with regular tickets starting at $US30.00 and VIP tickets at $US50.00. Browne said he expects around 2,000 people to attend.
Though Fizz Fight will initially take place in Colorado, it plans on hitting the road and bringing seltzer celebrations to cities including Austin, Atlanta, Los Angeles, Miami, New Orleans, San Diego, and Tucson.
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