Most alcoholic seltzers in Australia are sold in single-flavour packs, but Sips Hard Seltzer has cannily launched a 12-can multi-pack for summer.
Each multi-pack contains four Blood Orange (with Native Australian Kakadu Plum), four Pink Grapefruit (with Native Australian Davidson Plum), and four Raspberry (with Native Australian Riberry).
According to Danny Brager, former Nielsen Senior Vice-President, US Beverage Alcohol Practice, one of the keys to alcoholic seltzer’s success in the US has been that it offers a variety of flavours. Two thirds of alcoholic seltzers in the US are marketed in mixed packs.
Sips Hard Seltzer comes from the creators of indie water brand Sips Sparkling Water. I It pairs classic fruit flavours with native Australian botanicals, sparkling water and triple-distilled vodka.
Founders James and Jacqui McKay see Sips Hard Seltzer as a natural extension of the ‘crafted-water’ category they have helped pioneer in Australia.
“Having a woman as half the leadership team has ensured we create a drink that women want to consume,” McKay said. “It’s guided decisions around the 250ml can size and flavour profile for example.
“Our flavours have been painstakingly crafted using the best 100% natural ingredients we can find. From aroma to aftertaste, it’s critical to us that what we create is crazy delicious.”
Each can of Sips serves up one standard drink and has only 26 cals per 100ml. Sips Hard Seltzer is also gluten free, carb free and sugar free.
Regarding the introduction of multi-packs, McKay said: “We get that its too hard to choose sometimes. 2020 has been a weird one – you deserve to have it all.”
The new mixed packs are launching on Black Friday – November 27 – with an RRP of $55. Head to liquorland.com.au, vintagecellars.com.au or firstchoiceliquor.com.au
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Categories: New releases