Asahi UK bites into hard seltzer category with new Viper

Asahi UK today announced its entry into the Hard Seltzer category with the arrival of a fresh new Viper Hard Seltzer (4 per cent ABV) to complement its portfolio of Super Premium Beer and Cider brands. Brewed in Pilsen and made with spring water, new Viper Hard Seltzer is available now, and this latest addition to the Asahi UK portfolio is available in two flavours – Lime, and Cranberry, in 330ml single can and bottle formats.

The launch of Viper Hard Seltzer will be supported by an experimental sampling campaign, as well as activation at consumer events and festivals nationwide. Taking the Hard Seltzer trend head on, Viper Hard Seltzer responds to the needs of consumers today, who are looking for an alcoholic beverage with a crisp and refreshing taste which can be consumed for outdoor and at-home social occasions.

With no artificial sweeteners, colours or preservatives, Viper Hard Seltzer is brewed with water pumped from 100m below sea level and experiences a six-day brewing process to create a Hard Seltzer with a crystal-clear appearance – delivering a refreshing taste with a bite of alcohol. With 96Kcal per serve, Viper Hard Seltzer offers a premium option within this category whilst catering to consumers looking to make more balanced choices when selecting an alcohol beverage.

Both can and bottle format designs have performed well during consumer testing, scoring 75 per cent in consumption intent, and the bottle SKU offers a convenient twist-off cap.

Emerging from the US, Hard Seltzers are currently worth approximately £10.4M in the UK and are forecast to grow by 34 per cent by 2024. Coupled with the recent explosion of the Ready-To-Drink (RTD) category and 13.7M UK consumers being open to trying Hard Seltzers, there is a prime opportunity for licensees to capitalise on the category.

“As a business we have a proven track record for building market-leading brands and we are dedicated to always offering beverages with premium quality credentials," said Sam Rhodes, Marketing Director Asahi UK. "Entering the vibrant Hard Seltzer category is a really exciting move for us, and we’re proud to introduce a Hard Seltzer that not only offers quality, demonstrated through the brewing process, but it also allows us to continue to offer products to our customers that are in line with consumer trends.”

RRP £2.20