Asahi UK enters hard seltzer category with Viper Hard Seltzer

By Rachel Arthur

- Last updated on GMT


Related tags Asahi hard seltzer

Asahi UK has launched the 4% ABV Viper Hard Seltzer in the UK in two flavors: lime and cranberry.

The new product comes in 330ml single can and bottle formats.

“Brewed in Pilsen and made with the purest spring water, new Viper Hard Seltzer delivers a refreshing and smooth-tasting Hard Seltzer to enjoy on the move or at home,” ​says Asahi UK.

“Taking the Hard Seltzer trend head on, Viper Hard Seltzer responds to the needs of consumers today, who are looking for an alcoholic beverage with a crisp and refreshing taste which can be consumed for outdoor and at-home social occasions.

“With no artificial sweeteners, colours or preservatives, Viper Hard Seltzer is brewed 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 – delivering a unique refreshing taste with a bite of alcohol.

"With 96Kcal per serve, Viper Hard Seltzer offers a premium option within this category whilst catering to consumers looking to make more balanced choices when selecting an alcohol beverage.”

Following on from the success of the category in the US, hard seltzers are currently worth around £10.4m in the UK and are forecast to grow by 34% by 2024, notes Asahi, quoting IWSR data.

“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.”

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