HARD SELTZER VODKA SELTZER

ARE HARD SELTZERS IN THE UK FINALLY OVER?

When hard seltzers first appeared a few years ago, they prompted a gold rush. Every brand worth their salt hopped into the category, hoping to ride its initial sales momentum. Though still performing relatively well in its native US market, things are starting to cool. Yet, the new launches continue. Now, as one major brand, White Claw, takes its first steps outside of the category by launching a vodka, we ask is there life in the old dog yet? Or is this a sign that the party is over?

A flavourful vodka launched by a hard seltzer brand? Ooooooooh the irony. Look, we can debate the merits and flaws of a category that markets itself on being low-calorie, low-ABV, low-carb and let’s be honest, low-taste as much as we like. However, providing a much-needed solution for consumers looking for a light, sessionable, lifestylecompatible beverage was an open goal. And for some, hard seltzers provide a satisfying option. This global market was worth US $4.4 billion in 2019 and is expected to grow to $14.5 billion by 2027 according to Grand View Research.

While in the US, they have been wildly successful, other markets such as the UK have floundered. But now, a few years in, watching the next steps of hard seltzers brands themselves seems to be a useful health check for the category and an indicator of how and where things are going. And it seems the battle lines have been drawn, as well as brand spin-offs, it’s all about flavour. And not a small amount of consumer confusion.

SUNNYD SELTZER?

Lately, there’s been no shortage of activity. First up, there’s soft drink brands opting in. Remember SunnyD, the orange drink that used to turn people yellow? Fun. According to its chief marketing officer, Ilene Bergenfeld: “SunnyD is a powerful brand, the most boldly unique orange drink on the planet.” You can say that again. So, what does a powerfully orange soft drink have to bring to the seltzer category? Well, some would say flavour. According to Ilene: “Many have told us that they enjoy SunnyD as a mixer and asked for this product. So, we looked at the hard seltzer category and thought, good, but we can do better.”

Even though the hard seltzer as a category essentially takes a non-alcoholic soft drink and adds a little booze, it’s a marked step change for a soft drink brand to join in, even more so for them to market themselves on being boldy flavoured.

Bud Light Seltzer Is Not A Beer

Flavour confusion is something that Bud Light are also having to deal with. The brand crossover itself is confusing some consumers it seems. Running with it, Bud has launched a new ad campaign promoting that it is in fact 100% hard seltzer and 0% beer. Just a cute marketing ploy? Well, not really. It follows news that that 54% of consumers believed the beverage actually contained Bud Light beer. We can see why they’d think so, but it doesn’t.

And yet, here comes perhaps the most confusing brand crossover the category has seen yet.

We’re used to seeing existing brands jumping into the seltzer category (hello Smirnoff, Corona, Bud Light et al), but a hard seltzer brand opting out? White Claw’s new vodka marks its first steps into becoming a spirit brand.