Travis Scott’s hard seltzer brand discontinuedBy Alice Brooker
Anheuser-Busch has revealed that American rapper Travis Scott’s hard seltzer brand will no longer be sold.
Last year, the Goosebumps artist partnered with Anheuser-Busch to create Cacti, an agave-infused hard seltzer brand. The canned seltzers were released in March this year.
Anheuser-Busch announced its decision to pull the plug on the hard seltzer brand in a statement on Friday. The news comes in the wake of the fatalities that occurred at the Astroworld music festival last month, which was run by the rapper.
Severe overcrowding at the festival resulted in 10 people dead and hundreds more injured.
A spokesperson for Anheuser-Busch said: “After careful evaluation, we have decided to stop all production and brand development of Cacti Agave Spiked Seltzer. We believe brand fans will understand and respect this decision.”
When Cacti was first introduced, Scott commented that he was “proud” of the brand, and “excited to put this out in 2021 and see other people be able to enjoy it”.
Scott created the brand after being inspired by Tequila’s flavours and the ‘light and refreshing taste of seltzer’.
The Cacti range consisted of three flavours: Lime, Pineapple and Strawberry. Made in Los Angeles, Cacti (7% ABV) was said to be made with 100% premium agave and ‘natural’ flavours.
The rapper worked alongside the brewer’s innovation team to create Cacti’s flavours, packaging, ingredients, branding and marketing plan.
Earlier this month, analysis firm Grand View Research revealed that the global hard seltzer market is expected to be worth US$49.4 billion by 2028 as demand rises for lower-alcohol drinks.
This year, Anheuser-Busch debuted three lemonade-flavoured Natural Light vodka expressions: Lemonade, Strawberry Lemonade and Black Cherry Lemonade.