Cider brand Kopparberg is tapping into the fast-growing Hard Seltzers category with the launch of its own range.
Its drink comes in three flavours – Mixed Berries, Black Cherry and Passionfruit – at 5% ABV with 93 calories per can. The range will available across Tesco and Morrisons stores from the end of this month.
Kopparberg Hard Seltzer is made from the firm’s trademarked KopparSpirit, which is an alcohol base made from fermented fruit. The producer said it wanted to reinvigorate the Hard Seltzer category in the UK as more brands start to appear.
To support the launch, Kopparberg will be running its #summerdelivered campaign.
Rob Salvesen, Head of Marketing, said: “As Kopparberg continues to diversify its portfolio by leveraging its position in the market as experts in premium fruit refreshment, the brand needs to evolve with consumer trends and tastes.
“Kopparberg is here to redefine the Hard Seltzer by putting flavour front and centre and we wanted to give consumers the refreshing, fruity flavour they’ve come to expect from Kopparberg, whilst delivering all the clean, low calorie promises of a Hard Seltzer.
“Hard Seltzers are already the youth generation’s drink of choice in the States and we wanted to make sure Kopparberg lends its big-brand credentials and flavour expertise to the category as Hard Seltzers land on our shores.
“Wherever we are this summer, Kopparberg Hard Seltzer is here to offer up something different, and, true to our brand values, there is no subtlety and absolutely no compromise on taste.”
Earlier this month, leading American Hard Seltzer brand White Claw announced it was launching in the UK on 1 June. BrewDog has also launched a Hard Seltzer ranged called Clean & Press, while AB InBev-backed Mike’s Hard Seltzer has recently undergone a rebrand and recipe reformulation ahead of a national roll-out.