ALCOHOL
HARD SELTZERS
Portman Group issues hard seltzer warning
Drinks watchdog issues new guidance on Hard Seltzers as survey exposes low consumer understanding.
D
rinks companies are being urged to improve on-pack messaging and consumer education for the fast-growing alcoholic Hard Seltzer category, after a new study by The Portman Group revealed that 65% of consumers do not understand the term. The alcohol social responsibility body’s call comes as sales of Hard Seltzers continue to climb – with the UK market expected to hit £600m by 2025, according to Nielsen data. In response to the findings, the Portman Group has published updated guidance for hard seltzers, recommending that ABV information is displayed on the front of packs, along with references to ‘alcohol’ or the word ‘alcoholic,’
in a bid “to reduce the risk of consumer confusion”. Commenting on its survey findings, Portman Group CEO Matt Lambert said: “The UK is the leading European market for hard seltzers, but the phrase has yet to be anglicised and commonly understood. “It is therefore incumbent on producers to ensure that UK consumers have additional cues to ensure that they understand that ‘hard’ products are alcoholic and are not alluding to a product’s
higher alcoholic strength.” In the US, where the category is well-established, Hard Seltzers are often marketed as a healthier, low-calorie option for drinkers. In the UK, it is against the law to make any health claims on alcoholic drinks containing more than 1.2% ABV, and this is also stipulated in the Portman Group Code of Practice Naming, Packaging and Promotion. “We would also remind producers not to make health or wellness claims,” Lambert added. Our free Advisory Service can offer advice on the marketing of hard seltzers and other products.” ● The updated guidance is available here.
WEDNESDAY 6TH APRIL 2022 / ISSUE 99 / SLRMAG.CO.UK I 21
