Barefoot seltzers take first steps into the UK
Barefoot is introducing a wine seltzer brand to the UK.
The Gallo-owned wine brand is launching Pineapple & Passionfruit and Strawberry & Guava flavours in 25cl cans.
Each drink is 4% abv and a can contains 70 calories and has an rrp of £1.80.
The hard seltzer category is booming in the US and many drinks manufacturers hope it will take off in the UK.
Brands as diverse as Brewdog, Kopparberg and J&B Rare whisky have all thrown their hats into the ring, as have several start-up seltzer brands.
IRI put the US market at $550 million in 2019 with expectations that it could rise to £2.5 billion by next year.
The Barefoot drinks are made with sparkling water, white wine and natural fruit flavours and are being positioned as alternatives to beer or lighter options for those who would normally drink wine.
Olga Senkina, Gallo’s marketing director for EMEA, said: “The natural flavour combinations coupled with the bright and fun packaging make them the perfect drink for sunny summer days, and the can format is an easy, convenient and sustainable option whatever the occasion, whether it’s a barbecue or a House Party chat with friends.”
Nielsen data for the year to April 30 shows the Barefoot brand growing by 19.2% in value. It is number two in wine only to Hardys.