Cider brand Somersby is expanding into the hard seltzer category with two natural flavours – Mango & Passionfruit and Lime.
Stacey Lowther, Marketing Manager from Somersby said that growing consumer demand for seltzer options was behind the move.
Seltzer has become a $50 million-plus business in Australia and is now worth 10% of the light RTD category. Endeavour Group reports that seltzer is now a bigger RTD sub-category than gin-based premix at BWS and Dan Murphy’s and will soon be bigger than rum-based premix drinks. In the last 12 months, sales of seltzers have more than doubled and become one of the fastest growing sub-categories across Dan Murphy’s and BWS.
“Somersby has long been one of Australia’s most purchased, trusted and recognised cider brands, so we thought it was time to look outside of cider for our next great product – and the seltzer category seemed the perfect place to go. We expect our hard seltzers to open the doors to a whole new generation of Somersby consumers,” said Lowther.
“Somersby Hard Seltzers are a natural, uplifting and refreshing drink that can be enjoyed on all occasions.”
The alcoholic sparkling water drinks have less than 100 calories per can. Both flavours have an ABV of 4.5% and a 4-pack has an RRP is $20. The 300 ml seltzer cans are available at Liquorland and good independent bottle shops around Australia.
Categories: New releases