Tuesday, May 24, 2022

Asahi UK enters hard seltzer category

Asahi UK is entering the flourishing hard seltzer category with a fresh new Viper Hard Seltzer.

The latest addition to the Asahi UK portfolio is available in two flavour variants – Lime, and, Cranberry, in 330ml single can and bottle formats.

With no artificial sweeteners, colours or preservatives, Viper Hard Seltzer is brewed in Pilsen with water pumped from 100m below sea level and experiences a six-day brewing process to create a hard seltzer with a crystal-clear appearance.

Emerging from the US, hard seltzers are currently worth approximately £10.4 million in the UK and are forecast to grow by 34% by 2024 .

Coupled with the recent explosion of the Ready-To-Drink (RTD) category and 13.7 million UK consumers being open to trying hard seltzers , there is a prime opportunity for licensees to capitalise on the category.

Sam Rhodes, Marketing Director Asahi UK, comments: “Entering the vibrant Hard Seltzer category is a really exciting move for us, and we’re proud to introduce a Hard Seltzer that not only offers quality, demonstrated through the brewing process, but it also allows us to continue to offer products to our customers that are in line with consumer trends.”

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