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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The market for ready-to-drink (RTD) alcohol products continues to show traction and demand from consumers, according to a new study from IWSR Drinks Market Analysis.
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The big news from the US is that hard seltzers’ meteoric rise is finally levelling off. Jo Gilbert looks at the category’s trajectory in the UK and how it is piggybacking off the success of canned products.
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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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Hard hit but with optimistic sales results, Hallgarten & Novum is now looking to the trends that will be the bedrock of growth in the coming post-pandemic years. By Lisa Riley
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Treasury Wine Estates’ (TWE) augmented reality wine brand, 19 Crimes, is moving into the hard seltzer category where the company is looking to broaden its appeal among a new generation of drinkers.
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There’s no escaping the imminent impact of lockdown 2.0 on on-trade Christmas sales, even if we go back to the tiered system in December.
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White Claw, the brand which has ignited a seltzer storm in the US, is now looking to replicate its success across the pond.
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