The sparkling, less sweet alcoholic drinks are already huge in the US, and are now set to take the UK summer season by storm
It’s a fizzy, low-calorie, often fruit-flavoured alcoholic drink, and rapper Travis Scott and chef Gordon Ramsay own brands. American millennials are more likely to have drunk a White Claw hard seltzer in the past 30 days than any other drink with the exception of Bud Light or Corona.
Now experts are predicting big things on this side of the Atlantic. According to analyst IWSR, hard seltzers are about to become big business in the UK’s ready-to-drink category. Brewdog, Kopparberg and Smirnoff have all launched their own takes, and small-batch producers are also hoping for a slice. Tesco expects the market to quadruple this year.
