Featured in The Guardian: Hard seltzers
We were interviewed by The Guardian for our food-industry take on the hard seltzer trend.
Health and convenience are behind the success of the growing hard seltzer market. Lighter and calorie-controlled, these ready-to-drink formats are satisfying a more mindful, health-conscious customer. As demand for better-for-you alcohol grows, we'll see new challengers appear that compete with existing brands like like Gerry's and Fountain.
Hard seltzer hits that sweet spot between hydration and hedonism. They appeal to that 'want it all' consumer, who wants to feel good about themselves and make healthier life choices, but they're not willing to give up the ABV just yet.
As a result, innovative booze brands are rewriting the rules and unashamedly drawing from health categories. Salcombe Gin is made with kombucha, for example, and it's perceived as a healthier twist on a classic G&T. Likewise Edi is a new-make 'endorphin spirit', which is formulated to unwind rather than intoxicate, and distilled from hemp.
We all know that water is good for us, and the huge upswell in low-no alcohol brands demonstrates the growing appetite for abstinence and more health-conscious drinking. Hard seltzers bring a playful edge to this market; fizzy water is fun, elegant, slightly more special than what comes out of the tap, and with the shot of alcohol hard seltzer becomes just a little bit rebellious too.
