Dalston’s Soda Co, the East London independent drinks company, is making a move into alcohol and announcing the launch of their new Hard Seltzer range – becoming the first drinks brand in the UK to offer a portfolio of healthier soft and hard (alcoholic) seltzers.
Following their no-added-sugar seltzer range launch in Jan 2019, Dalston’s are making their latest announcement at a time when the global trend for lower calorie options are extending into alcohol, as the emergence of the new Hard Seltzer trend hits the UK.
“With a range of award-winning real fruit seltzers in our current line-up, we felt it would be rude not to join the party” says co-founder, Dan Broughton
Unlike most US Hard seltzer brands who use a fermentation process, Dalston’s have taken direction from their existing fan base, who enjoy mixing their current range of seltzers with premium spirits such as gin and / or vodka at home.
“By adding a quality triple distilled pure malt vodka base to our existing award winning seltzer recipes, we’ve found we can make a delicious, low calorie, no added sugar alcoholic option for our fans to enjoy whilst in weekend mode,” says founder, Duncan.
Already a rip roaring success in the US (over $2 billion in sales), this new category is meeting the consumer need state for booze with balance and transparency of nutritional values.
The company will be launching a hard seltzer duo, consisting of Rhubarb and Grapefruit real squeezed fruit flavours. Just like their current range of seltzers, their hard variety contains no added sugar or artificial sweeteners and both fall under 99 calories per can.
“The lack of basic nutritional content information on alcohol packaging is a contentious subject and is something that has always troubled me. Consumers deserve full transparency of the products that they buy – especially in these times when we’re even more sedentary than usual,” says Duncan O’Brien.
The Hard seltzer category has seen tremendous growth in the UK with many new brand entrants. Over the next five years, IWSR predicts that hard seltzers will likely witness the highest growth rate within the UK’s RTD category, with a forecast volume growth of 71.7% from 2019 to 2024*. Dalston’s plan to help support this emerging category with a more complex flavour profile, appealing to young adults who are decidedly more choosy when it comes to taste.
What’s more, Dalston’s premium positioning and brand reputation for making great tasting crafted drinks, sees an opportunity for the brand to appeal to a broader, more discerning audience.
“Our goal is to build up the groundswell for a better tasting Hard Seltzer alternatives, which is critical to driving repeat purchase and building a long term successful category” Says Dan Broughton, Co Founder.
With freshers week fast approaching and social gathering restrictions in place, Dalston’s will be inspiring party deprived young people with alternative ways to enjoy their weekends with their housemates. To coincide, Dalston’s have committed to giving away 100 party packs for lucky winners to enjoy whilst stuck indoors.
Dalston’s Hard Seltzers are launching in October 2020, initially online via their Web shop and Amazon, as well as in fine independents nationally. RRP £2.49 per 330ml can.
*The Spirit Business, 8th June, 2020