While the number of new hard seltzer references is increasing in the United States and Europe, have they found their audience in France?
On the other side of the Atlantic, the success of hard seltzers has been proven. The latest creation is the Primer pack. The concept developed by the new American brand Primer consists of packaging three drinks of different alcohol content in a single pack. Primer Electrolyte Charged Hard Seltzers is preparing to launch in the Midwest in February 2022. Nine packs of three different drinks of each alcohol content: 0%, 5% and 8% will be available.
In France, after Heineken, ABInBev is entering the market with three flavours: black cherry, lime and raspberry. Mike's Hard Seltzer offers drinks with 5 degrees of alcohol and 2 grams of sugar for a total of 100 calories per 33 cl can.
Industry professionals have no doubt that hard seltzer will be a success in France in the future. Romain Le Mouëllic, co-founder of the Fefe brand, says: "The evolution of this market is colossal, without equivalent and there are real reasons to believe that France could follow a similar path. Florentin Cugnot, co-founder of the Natz brand, sees hard seltzers as "an alternative to craft beers and natural wine, close to a natural sparkling wine, with fermentation work".
To be continued