Smirnoff joins the Hard Seltzer party

Smirnoff Seltzers

Diageo’s vodka brand Smirnoff become the latest big player to enter the alcoholic sparkling water market with the launch of new Smirnoff Seltzers (ABV 4.7%).

Made from a mix of Smirnoff No.21 Premium Vodka, sparkling water and natural fruit flavours, the Seltzer range includes two flavours: Raspberry & Rhubarb and Orange & Grapefruit.

Both are available now from Spar Wholesale in 250ml ready-to-drink cans (RSP £1.80) and will also launch in Booker from 1 July.

Hard Seltzers are set to be the next big thing in the growing RTD category and are booming in America, where the market was valued at over $1.5bn last year. Demand is driven by health-conscious consumers seeking a refreshing low-calorie alternative to wine or beer.

A 250ml serving of Smirnoff Seltzer contains 54% less calories than a regular 175ml glass of wine and 49% less calories than a 330ml bottle of beer.

Sarah Shimmons, Global Marketing Director for Smirnoff, said: “Smirnoff has a long legacy of innovation, so we’re thrilled to bring the new range of Seltzers to the UK. After seeing the trend of Hard Seltzers soar in the US, we’re delighted to offer consumers refreshing tasting Smirnoff Seltzers, at 72 calories per 250ml serving. We are excited to launch in the UK, just as the summer begins.”

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