Smirnoff joins big brand rush into hard seltzers

Smirnoff has entered the hard seltzer market that is being widely-tipped as the next big thing in the UK drinks market.

Two flavours of 4.7% abv Smirnoff Seltzer are being launched in the UK this month: Raspberry & Rhubarb and Orange & Grapefruit.

They will be packaged in 25cl cans with an rrp of £1.80.

Sainsbury's, Tesco, Waitrose and Spar are all listing the drinks this month and they will become available to independents through Booker from July 1.

Diageo said that Nielsen data puts the US market for hard seltzers at $1.5 billion in 2019.

It hopes the drinks will appeal to those looking for lighter alternatives to wine and beer and claimed a can contains 54% fewer calories than a standard glass of wine and almost half the calorie content of a typical 33cl bottle of beer.

The nascent hard seltzer category in the UK has so far seen Molson Coors introduce Bodega Bay, and launches from Kopparberg and Barefoot.