Drty Drinks is latest to see potential for UK hard seltzer market

Drty Drinks is making its debut in the UK market with the launch of a hard seltzer.

Drty Hard Seltzer comes in two flavours – White Citrus and Raspberry Rosé – and the 4% abv drinks are made using three ingredients: an alcohol base, sparkling water and natural flavours. The drinks are sugar-free, carbohydrate-free and 90 calories per 33cl can.

Drty is the brainchild of Matija Pisk, a former employee of Diageo. Pisk discovered hard seltzers while on a trip to the US over a year ago, and wanted to introduce UK consumers to the hard seltzer concept.

He said: “We wanted to give UK consumers an alternative to high sugar ciders and calorie dense beers. Ultimately drinking alcohol is not a healthy activity, so the concept for the brand was born out of this contradiction – a drink that is clean, but is still pretty Drty.”

The brand launches this month via Ocado, Amazon and 31Dover.com.

The US hard seltzer market is predicted to reach $2.5 billion in value by 2021and the popularity of this category led to shortages of leading brand White Claw over the summer. The brand is expected to launch into the UK soon.

Meanwhile, other producers also expect to see this category develop in the UK.  

Earlier this year Kopparberg introduced its “aqua spritz” brand Balans into the UK market, in two flavours. The drink has listings with Tesco and Asda. 

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