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Since the first hard seltzer brands started launching in the UK in 2019, there has been a rush of entrants, from some of the largest multinationals – AB Inbev, Coca Cola, White Claw, and Kopparberg – to small independents and start-ups, such as DRTY, Good One, Served. And while pre-pandemic predictions may not have come to fruition, there’s still room on the shelves for hard seltzer brands – though recent moves suggest some might be called something different. I think the category was probably overhyped in 2019/2020 but there is definitely still a place for it on retailers’ shelves,” he says. “We think that seltzer will form a sub-segment of RTD rather than a category of it’s own, and maybe be slightly smaller in size than many of the predictions suggested.” He says the most common question during sampling was “what’s the alcohol in this?” And further research found the word ‘hard’ was the problem.
A 25% premium for a controlling stake in one of Europe’s largest electronic and white goods retailers is too low. Macro-indicators are improving and the proposed offer appears opportunistic in our view. Q1 trading for Darty was ahead of expectations; several catalysts exist. The revamp would seek to capitalise on RTD category growth, while disassociating from the term “hard seltzer”, Drty said. Studio Juice – the brand agency used by Camden Town Brewery, Moju, Karma Drinks and Momo Kombucha – were responsible for the refresh.
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And as part of the brand shake-up, he also says Drty’s White Citrus has been rebadged to Lime Crush, “which is much easier to understand”. The report was compiled and authored by Matthew Langley, who is a food and drink insights, strategy and brand expert with more than 19 years’ experience. He previously authored the first four editions of the Weston’s category report, the annual analysis on the cider category. Hard seltzer is an alcoholic beverage containing sparkling water, alcohol and natural fruit flavours. Mallett said: “Hard seltzers are an exciting addition to the GB market. Although it is still early days, the growth seen in the US suggests a positive future for the category in GB and should further boost the growth of the strongly performing RTD category.”
New beverage brand Drty has launched a 4% ABV ‘zero-carb’ hard seltzer in two flavours, as it looks to bring the drinks trend to the UK. Not only that, Clements believes the use of the word ‘vodka’ better enables them to play in the RTD space, opening up possibilities to work with other spirits categories on seltzer products.In the US, it’s a readily used term for alcohol but that does not hold in the UK,” explains Clements. “The word ‘seltzer’ was less of a problem – consumers in the UK are starting to get what that means, particularly driven by the huge popularity of seltzers at UK festivals, and brands such as White Claw going big on ad campaigns.” The London-based brand refers to the spike in popularity that the hard seltzer category has seen in the US over the past few years and aims to catalyse the trend in the UK. After fermentation, the mix is blended with purified sparkling water and natural fruit flavours to create the end product. Vodka is a clear indication of the alcohol used and also has associations with a clean taste,” he says. “So, we’re confident this will broaden Drty’s appeal to people who aren’t so familiar with hard seltzer.”
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