Hard seltzer brands urged to add ABV to label
UK watchdog the Portman Group has warned hard seltzer brands to clarify that their products contain alcohol after research showed consumer understanding of the category is low.
The Portman Group issued new guidance for hard seltzer producers after it found 65% of UK consumers failed to recognise what it means when the word ‘hard’ is linked to ‘seltzer’.
As such, the industry body is asking producers to ensure they have sufficient indications to advise consumers that hard seltzers are alcoholic.
The Portman Group highlighted that hard seltzers are often marketed as a healthier, low-calorie option for drinkers in the US.
However, in the UK, it is against the law for alcoholic drinks over 1.2% ABV to make any health claims.
The hard seltzer market in the UK is expected to increase from £10.4 million (US$13.6m) to £600m (US$786m) by 2025, according to Nielsen figures cited by the Portman Group.
Matt Lambert, CEO of the Portman Group, said: “The UK is the leading European market for hard seltzers, but the phrase has yet to be anglicised and commonly understood.
“It is therefore incumbent on producers to ensure that UK consumers have additional cues to ensure that they understand that ‘hard’ products are alcoholic and are not alluding to a product’s higher alcoholic strength.
“We would also remind producers not to make health or wellness claims. Our free Advisory Service can offer advice on the marketing of hard seltzers and other products.”
The updated guidance on hard seltzers recommends the ABV and references to ‘alcohol’ or ‘alcoholic’ are included on the front of packaging to limit the risk of confusion.
In February 2021, the Portman Group released guidance on hard seltzers after research showed 93% of consumers were unfamiliar with the term.
Last year, The Spirits Business explored the international expansion of the hard seltzer category.
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