Colorado’s New Belgium ‘Fruit Smash’ Does Not Need to be ‘Sorry for Seltzering’

The world of hard seltzers has exploded! The appeal seems to be they are gluten-free, have fewer carbs and calories, and come in a can.

The scene got set with the popularity of White Claw, then Truly, then it seemed every big company was canning some form of hard seltzer.

Is it possible though, that our own local craft beer giant New Belgium is putting out the best hard seltzer on the market with Fruit Smash? That's up to the consumer, but I certainly do not think they need to apologize for creating the only hard seltzer I've tried where I don't have to fight the aftertaste.

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On the side of Fruit Smash cans, you will find an apologetic hashtag.

"Sorry for Seltzering" is presumably for those die-hard craft beer fans that will see this as some sort of "sell-out". Creating great products is not "selling out". It's smart business. Lots of craft breweries have branched out. Let's not forget Odell Brewing is successfully canning great wines with the OBC Wine Project.

Fruit Smash is a "Flavored Hard Seltzer made with real juice from concentrate & other natural flavors." We've heard those words before, but the ingredient list and nutrition info impressed me. Actual juice concentrates, not "essence" or some other vague words.

Fruit Smash is cool! It's trendy. With the real juice taste and only 100 calories and 2 carbs, this is an impressive drink. I'm impressed and I'm proud I can say it comes from a Fort Collins started company.

To be transparent on the side of the can it reads "produced by Blues City Brewing, LLC, Memphis, TN 38118 for New Belgium Brewing Company, Inc, Fort Collins, CO 80524, Asheville, NC 28808."