Bluebird Hardwater
The New Way to Look at Canned Alcohol

Low-calorie, no-sugar drinks made with only three ingredients—tequila or vodka, ultra-purified water and real juice—are becoming the go-to choice for health-conscious patrons at bars and pubs. Now, imagine the convenience of having these perfect combinations packaged in a can, ready to go. Bluebird Hardwater is making this a reality.

The innovative idea of canned alcoholic beverages was born from CEO Will Blum’s experiences as a consumer. “Why hadn’t anyone tried putting a water-based, non-carbonated and clean alcoholic beverage in a can before? Take it to the golf course, pack it for the beach, have it waiting at the ski lodge or bring it camping; something to take with you on the go that won't make you feel bad. It seemed so obvious,” Blum reflects.

The gap stemmed from alcoholic beverage manufacturers’ lack of direct engagement with consumer needs. By investing heavily in its sales representatives to gather market insights, Bluebird Hardwater ensures its products resonate with its target audience. This direct engagement closes the feedback loop, enhancing brand accessibility and recognition in a competitive market.

Its upcoming flavor launch, set for August, epitomizes this dedication to innovation and customer satisfaction. This new product is the culmination of extensive industry insights and trends the team has gathered over the past year and a half. It promises to be a game-changer in the canned beverage segment, offering a fresh and exciting option for its customers.

Bringing Refreshing Simplicity and Variety to Alcohol

When you look at canned alcohol, particularly those with an ABV of around 4 to 5 percent, everything on the market seems the same. Whether Coors Light, Bud Light, White Claw or the various seltzers, there’s a noticeable lack of differentiation. These carbonated malt liquors contain around 100 calories and may or may not include sugar.

Today’s consumers, meanwhile, are increasingly conscious of what they consume, seeking transparency and simplicity in ingredients. This trend is extending to beverages, including alcohol, as people want to know what they are putting into their bodies. They desire a light, refreshing and simple drink that doesn’t cause bloating or discomfort and mitigates the typical downsides of drinking.
Bluebird Hardwater addresses both variety and transparency. Their product resembles the RXBAR for beverages—clear, simple and free from preservatives and artificial flavors. To refine its formulation, the company has brought in a veteran from Diageo with 25 years of experience in beverage formulation/creation to ensure the highest standards of transparency and cleanliness, avoiding preservatives.

From flavors to packaging, Bluebird Hardwater aims to quickly and effectively convey the product’s essence to consumers, even if they only glimpse at it for a few seconds in a store. In an industry where the non-carbonated alcohol sector is one of the fastest-growing and clean beverages are increasingly in demand, Bluebird Hardwater is leading the trend.

Having launched in Florida, New York and Tennessee, Bluebird Hardwater will expand to California and has already been garnering extensive consumer feedback through about 900 samplings and input from customers and retail partners.

One customer praised, “That’s really good with how neutral the vodka is. It’s smooth and refreshing. I’d go out of my way to buy this.” Another consumer noted, “I like that it is a healthier alternative to other drinks but doesn't sacrifice taste.” This feedback has been crucial in refining the offerings to better align with consumer preferences.

Building a Strong Foundation with a Strong Team

Entering a new category, every entrepreneur can have a good idea, but making it effective requires more than just an idea. With nearly three years in the industry, Blum learned it’s about surrounding with people who make the right decisions and have substantial experience. One of the initial steps taken by the company was, therefore, bringing in a highly experienced VP of Sales, Jose Morales, who has been in the industry for almost 30 years and brings invaluable expertise.

In a startup, it’s also crucial to find someone who can wear multiple hats and doesn’t consider any task beneath them. Everyone needs to be willing to do whatever it takes, whether merchandising a product or conducting a tasting.
“That’s the culture at Bluebird Hardwater. My co-founder and I lead by example, and Morales embodies this spirit perfectly. He has built a sales team that aligns with both his and my vision for the company,” says Blum.

On the production side, the team has two former Diageo experts with over 25 years in research and development. Their expertise was essential in creating a clean, preservative-free product. Their willingness to innovate and create something entirely new without a pre-existing playbook was a perfect fit for Bluebird Hardwater’s team.

As they continue to innovate and expand, Bluebird Hardwater is set to quench the thirst of a new generation, redefining the drinking experience with every can.