The Portman Group yesterday issued updated guidance to drinks companies on the fast-growing hard seltzer category. Already common in the US, and the UK hard seltzer market is expected to increase from £10m to £600m by 2025.
The alcohol watchdog pointed to research that showed consumer awareness of hard seltzers is increasing with 14% of adults having heard of the sub-category. However, understanding of the term ‘hard seltzer’ is low, as 65% of consumers fail to recognise what it means when the word ‘hard’ is linked to ‘seltzer’. The Portman Group has therefore called on companies to ensure they have ample cues to inform consumers hard seltzers are alcoholic.
In the US, hard seltzers are often marketed as a healthier, low-calorie option for drinkers. In the UK, it is against the law to make any health claims about alcoholic drinks.
Matt Lambert, CEO of the Portman Group, commented: “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 Portman Group has updated the guidance for hard seltzers following the findings in its study. As set out in the Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks, a drink’s alcoholic nature must be communicated with “absolute clarity”. The updated guidance on hard seltzers recommends that the alcohol by volume (ABV) and references to ‘alcohol’ or the word ‘alcoholic’ is included on the front of the packaging as best practice to reduce the risk of consumer confusion.
