The Alcopops-glut of the early zero years, is still well remembered. A whole Generation owes its first contact with alcohol and the sticky mixed drinks. The last remnants of the boom up and down the country are, up and down the country in the Form of Smirnoff and Bacardi Breezer bottles in the white-lit fridges of Take-aways. What have shown the Alcopops at the time: Who mixes the Sweet with alcohol, had a good chance to increase its sales.

Since the Alcopops has changed a lot. Today, consumers expect to have about one, at least at first glance – healthy Lifestyle, and even a little Spa, which is made possible by the drinks.

The big seller in the USA

seek Precisely the so-called Hard-Seltzer in the company White Claw. The products speak to in your Open a young clientele. According to Instagram-ready, the drinks are advertised. The Hard-Seltzer, contain the same alcohol as a beer, are the big seller in the USA. Somewhat shortened, one could say that Hard are Seltzer water with some taste and, above all, alcohol.

check out this post on Instagram to

All natural flavors for a naturally active lifestyle. Taste the Purest Hard-Seltzer in the World.

A post shared by White Claw (@whiteclaw) on

In Switzerland the Hard-Seltzer are not arrived. Not yet, you have to say. Because in the case of industry giant box, something is Lodge in the Bush. The company recently secured the brand name "Somersby Hard-Seltzer". And aims to secure the rights to "Hard-Seltzer", and another name in combination with Hard-Seltzer – these two applications are still pending. On request, to sell, whether Feldschlösschen intends to soon such drinks in Switzerland, is silent, the beer manufacturer. "Unfortunately, we could not give any information", it means from the media office. It is not external, in principle, to trademark registrations.

"Many young people think that alcohol in the Form of Hard-Seltzer is less unhealthy."Speaker, Addiction Switzerland

The reluctance could have something to do with the Hard-Seltzer have a good reputation. A spokesman of Addiction Switzerland, warned at the news portal "Watson" in front of the drinks. Above all, the Marketing for the mixed drinks was dangerous: "The cans are touted as Wellness drinks, and healthier, less caloric Alternative to alcohol," the spokesman said, compared to "Watson". "Many young people think that alcohol in the Form of Hard-Seltzer is less unhealthy." This is a misconception.

Reserved for possible sellers of the drinks are. At Denner, it means that you have been following the development of the product, but there is currently no launch plan. The same can Kiosk operator Valora and Aldi, and also if the Coop is not planned to sell the drinks in Switzerland soon.

If the Feldschlösschen finally the drink as prescribe, it will take hardly a long time, until the demand for Hard-Seltzer is booming in Switzerland.

beer giants entering the market prepare

That Feldschlösschen in the market will occur, has a certain logic. Because of the large beer producers of the world's insistence on the Hard-Seltzer-market. Because the drink has established itself in the US, definitely as a new Segment with growth potential. The industry portal beverage daily speaks of a market that will triple by 2023, triple.

beer giant AB Inbev to be the first flagship launched last summer, at a very early stage. Bud Light Seltzer was brought in at the beginning of year on the market, the manufacturer Constellation Brands promotes "Corona Hard-Seltzer" with $ 40 million, the largest marketing measure, which the beverage manufacturer has ever put in a single product.

Created: 10.03.2020, 15:00