"Innovation is at the core of everything we do at Universal. Tangible differentiation is critical to stand out on the shelf and create the constant consumer demand retailers need from a beverage partner," said Michail, CEO of Universal Brands, in a statement.
"We believe the 9.9 % Harder Tea category will be the next big thing in the hard tea market." This indicates a strong confidence in the product's market potential.
Xpress Harder Iced Tea is made with real brewed black tea and natural fruit flavors. The three natural fruit flavors - Peach, Zesty Lemon and Raspberry - available in 24-ounce cans, will be marketed towards convenience stores and hypermarkets.
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