Hard seltzers pile into UK in droves
United Kingdom | Alcopops are back. This time they are called hard seltzers. You can tell the category holds big promises, if the retailer Aldi barges in on the action with its own label, Nordic Wolf.
Of course, Aldi isn’t the first to launch. Seeing how popular the boozy soda water has become in the US, Scottish craft brewer BrewDog brought out its own version, Clean & Press in May, ahead of the introduction of the US brand White Claw, which arrived in June.
Originally not due to launch until late 2020, the release of Clean & Press was brought forward due to the covid-19 pandemic. It is supposed to help BrewDog’s business survive and protect company jobs.
Made with sparkling Scottish water and infused with BrewDog’s own single malt vodka plus natural fruit flavours, the hard seltzer is currently available in three different varieties: White Peach and Mango, Crushed Black Cherry, and Smashed Cactus and Lime. Like their US counterparts, the hard seltzers at 5 percent ABV sport zero carbs, zero sugar and only 90 calories per can.
Aldi undercuts others on price
The drinks are available from BrewDog’s webshop for GBP 9.75 for a 4-pack. That is about the same price punters will have to splash out for a 330 ml can of US market leader White Claw (GBP 2.50 / USD 3.10) at Tesco’s or Sainsbury’s.
Aldi, being Aldi, is launching a cheaper, own-label version of White Claw.
Nordic Wolf, which will land on Aldi’s shelves in mid-July, will retail at GBP 1.29 (USD 1.60) per can. The Aldi version is set to roll out in four flavours: Lemon, Strawberry & Lime, Cranberry & Cherry and Raspberry & Blackcurrant. Made with sparkling water and a gluten-free alcohol base, Nordic Wolf contains 97 calories per 330ml can.
