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Pussycat Dolls singers front hard seltzer launch

Hard seltzer brand Take Five has made its debut in the UK, supported by a campaign featuring The Pussycat Dolls’ Ashley Roberts and Kimberly Wyatt.

Ashley Roberts and Kimberly Wyatt of The Pussycat Dolls front Take Five’s launch in the UK

Following its US debut, Take Five has hit the UK market this summer and is available to buy from Amazon.

Available in four variants – cherry, cranberry raspberry, lemon lime, and mango – the range is made from 100% ‘natural’ ingredients, is free from sugar and carbohydrates, and contains 85 calories per can.

Take Five is made using distilled spirit, fruit flavours and sparkling water. The 4.5% ABV range was created to ‘enhance those everyday time out moments’.

According to Kantar World Panel 2020 data cited by the brand, the hard seltzer category is now worth £12 million (US$16.6m) in the UK, with more than one million consumers buying into the trend. The sector is predicted to grow to £104m (US$144m) over the next six years (Grand View Research Market Analysis 2020).

The brand’s launch in the market is supported by campaign shots, PR time and social media from UK-based Roberts and Wyatt, members of American all-female pop group The Pussycat Dolls.

Roberts said: “As someone who cares about socialising and having fun as much as I do my physical and mental wellbeing, hard seltzers are the perfect option for me. Take Five Hard Seltzer is a truly great tasting drink that I can enjoy with a clear conscience as it’s sugar free, carb free, gluten free, perfect for my vegan friends and 85 calories a can. What’s not to love? I am thrilled to be supporting Take Five and flying the flag for hard seltzers.”

Wyatt added: “I tried hard seltzers for the first time last year and was smitten right away. I love the clean, refreshing taste and love even more that it’s a more health-conscious alternative to social drinking with your friends.”

Take Five is priced at £25 (US$35) for a case of 12 330ml cans. Cases come in either 12 single flavours or mixed with three of each flavour. Single cans are priced at £2 (US$2.80) each and available from independent retailers.

TV presenter Roberts previously worked with Bacardí rum to offer a series of dance lessons in London.

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