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Asahi launches hard seltzers

Nikka owner Asahi has moved into the hard seltzer category in the UK.

Asahi Viper Hard Seltzer
Asahi has positioned its Viper Hard Seltzer as a premium option in the category

The brewing and distilling giant has launched Viper Hard Seltzer in two variants, Lime and Cranberry.

The ready-to-drink product is brewed in a six-day process, without artificial sweeteners, colours or preservatives.

It comes in at 4% ABV and 96 calories, and is packaged in both can and bottle formats, which the company said ‘performed well during consumer testing’.

Sam Rhodes, Asahi UK’s marketing director, said: “Entering the vibrant hard seltzer category is a really exciting move for us, and we’re proud to introduce a hard seltzer that not only offers quality, demonstrated through the brewing process, but it also allows us to continue to offer products to our customers that are in line with consumer trends.”

Earlier this year, IWSR Drinks Market Analysis told The Spirits Business the hard seltzer category will “far surpass” an initial forecast of 281 million case sales in the US by 2023 two years ahead of schedule.

For more hard seltzers, check out our pick of 10 award-winning cans.

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