Who Let the Fizz Out? Why Bubble-Free Booze Is on the Rise | VinePair

These are interesting days for carbon dioxide. Drinkers fetishize crisp pilsners topped with foamy poofs, while hard seltzers still bubble across a $3 billion landscape. But prickly bubbles, which don’t tickle everyone’s fancy, and carbonation can trigger acid reflux. Bloating and burping are proof that life’s not always a gas.

Seeking new audiences, companies are packaging hard teas, alcoholic refreshers, and fruit-infused vodka waters that deliver flavor, not fizz, making for smoother drinking and maybe bringing younger of-age consumers to the party.

As Molson Coors Beverage Company conducted research on of-age Gen Z drinkers, the company discovered that “bloating or feeling full was a real pain point,” says Amanda DeVore, the senior director marketing innovation for Molson Coors. “There’s a real desire for drinks without carbonation.”