Over the last few years, there’s been an explosion of popularity for hard seltzers in the UK. These low-calorie, fruit-flavoured, carbonated alcoholic drinks seem to have come out of nowhere to take over the ready-to-drink aisle. Where did this trend come from and what’s driving its growth on our shores?
What Are Hard Seltzers?
For those not yet acquainted, hard seltzers are made by fermenting cane sugar or malted barley into alcohol, then diluting with sparkling water and natural fruit flavours. The alcohol content typically ranges from 4-6%. The end result is a light, refreshing adult beverage that appeals to health-conscious drinkers.
Popular flavours include citrus fruits like grapefruit and lime, along with tropical choices like mango, passion fruit and pineapple. Leading brands such as White Claw and Mike’s Hard Seltzer offer variety packs so drinkers can sample different options.
Roots in America
Hard seltzers first took off stateside, where the biggest brand – White Claw – accounts for almost 60% of sales. Food and drink trends often make their way across the pond, which explains how these fizzy favourites eventually bubbled up in Britain.
Industry veteran Fergus Howell noted, “US culture has an incredible influence globally. We’re seeing real excitement build for sessionable, fruit-flavoured drinks with credibility. Hard seltzers check all the right boxes.”
Why the Sudden Craze?
There are several factors driving the hard seltzer phenomenon in the UK. As Fergus mentioned, the low alcohol content makes them an appealing option for a casual drink with mates. They also appeal to the growing number of teetotal tipplers looking for exciting non-alcoholic alternatives.
Additionally, health-conscious consumers appreciate these drinks having roughly 100 calories per can – far less than most beers or wine spritzers. They are gluten-free as well, which caters to modern dietary preferences.
The variety of available flavours also adds to their versatility and enjoyment. Hard seltzers provide a refreshing lift to any occasion without being overly filling.
Perfect Food Pairings
While most people are content to sip hard seltzers on their own, they can also make great partners for food. Their zesty citrus flavours complement seafood dishes remarkably well. Grilled prawns, seared scallops or battered cod make natural matches.
For a posher pairing, the berry flavours of raspberry or blackcurrant hard seltzers work beautifully with pork tenderloin or grilled chicken. The sweet fruitiness plays off the savoury meat perfectly.
Spicy Asian dishes also mesh nicely with hard seltzers. The cooling fruitiness helps temper the heat from curries or Szechuan dishes. Contrasting textures and temperatures make for an exciting culinary experience.
Serving Tips and Storage
Hard seltzers should be served chilled straight from the can or bottle. Pouring into a glass can cause them to lose some carbonation. Store them at temperatures between 3-7°C to prevent any risk of freezing while maintaining that desirable frosty bite.
If chilling hard seltzer in a bucket or tub, use a ratio of two parts ice to one part water. This will keep the drinks properly cold without diluting them too quickly as the ice melts.
While most major brands offer multipacks of individual cans, Mike’s Hard Seltzer also provides 4-packs of 500ml bottles. This resealable format allows enjoying some now while saving the rest for later without losing that effervescent texture.
Notable Brands
Popular UK hard seltzer brands include:
White Claw – The #1 brand in America offers a range of enticing fruit flavours like Raspberry, Mango and Blackcurrant. Great for new seltzer sippers.
Mike’s Hard – A classic ready-to-drink producer, Mike’s brings their playful branding to seltzers in Passion Fruit, Blood Orange and other zesty variants.
Bodega Bay – This homegrown brand uses Bitburger Drive lager as its base then adds punchy fruit purees and sparkling water to create very British bangers like Rhubarb & Custard. Worth trying for the novelty alone!
So if you haven’t already, why not give hard seltzers a go? Their explosion doesn’t look to be slowing any time soon. This could be the perfect moment to crack one open and decide which fruity flavour will be your new go-to summer sipper.