The Portman Group today issued updated guidance to drinks companies on the fast-growing hard seltzer category, after research found there is low understanding among consumers that the drink is alcoholic.
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A hard seltzer might sound like a hangover cure to us Brits, but their power in the low-calorie, low-abv proposition, is not to be sniffed at. Jo Gilbert reports.
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Richard Horwell, owner of specialist food and drink marketing and branding company Brand Relations, anticipates a hard year ahead for a fledgling drinks trend.
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In the US, sales of hard seltzers are rocketing like gin, while hitting a low-alcohol, health-conscious sweet spot that might be perfect for the UK market too. Jo Gilbert charts a category on the rise
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