What you need to know about the hard seltzer drinks trend

OF ALL the trends and shake-ups in the alcohol industry over the past few years, none have been as dramatic or as exciting as the rise of hard seltzers.

A few years ago they were almost unheard of, but then, seemingly overnight, they have become cultural mainstays and a dominant force in the alcoholic beverage market.

What is a hard seltzer?

The term “seltzer” is American for sparkling or soda water. So a “hard” seltzer has been spiked with alcohol and usually flavoured with fruit. Some are made with spirits such as vodka, gin or tequila.

The alcoholic content differs between brands but is usually 4 – 6% – similar to beer – with a calorie content of about 100 calories per can, which is similar to light beer.

Experts who predicted the end of the trend have already been proven wrong, and the industry’s growth does not appear to be slowing down. With the way things are going, seltzers may just find a permanent place alongside beer and wine as a global drink sold in almost every bar or restaurant.

Trend forecasters reveal that hard seltzers have also positioned themselves at the nexus of convenience and health: hard seltzer appeals more equally to men and women than beer, which tends to be a male-dominated category, and they are usually cheaper than craft beer and less expensive than a mid-range bottle of wine or spirits.

Although slow to adopt the trend, South Africa is also seeing a steady rise in brands launching their hard seltzers, mainly to conquer the sober curious and mindful drinking crowd. With more people seeking to cut down on their alcohol consumption, this beverage will likely be one that many gravitate towards.

Below we look at some of the brands that have jumped into the market.

Freely

Crafted by a small, independent local producer, Freely is a proudly South African sparkling water with a splash of premium distilled vodka and pure fruit taste, tailor-made for living your best life. What sets it apart from other hard seltzers is its lower alcohol content (just 3%), lower calories (23 calories per 100ml), zero sugar, and, above all, premium taste. As a spirit-based drink, Freely is also gluten-free and vegan friendly, ticking all the right boxes. It is available in three flavours: zesty lime, perky peach and a burst of wild berry.

Flying Fish seltzer

In a statement, SAB’S new ventures director, Zintle Botha, said they were delighted to bring a quality hard seltzer into the market.

The 5.5% ABV drink comes in a 300ml slim can with two flavour varieties: lemon and lime and raspberry. Made with water, alcohol, fine bubbles and a dash of fruit juice, this drink delivers refreshment for any occasion.

Vawter

Remember Vawter? Well, the brand is back and is launched by Distell. Vawter is low in sugar and low in alcohol content (3.5%).

The new range includes three deliciously fun and refreshingly light natural flavours: juicy grapefruit, refreshing cucumber and zesty lemon and lime.

Savage Sparkles

Known as Africa’s first official hard seltzer, Savage Sparkles launched last year. The brand proudly lists the content of their beverage so that consumers know exactly what they are putting in their body. Their 300ml cans, which come in passion fruit and lemon & lime flavours, have 5% alcohol, 3g carbs, 3g sugar and 100 calories.