COVER STORY
TIME FOR SELTZ The popularity of seltzer is sweeping the world and now Smirnoff is bringing its delicious and refreshing range to Kiwi consumers. But what is seltzer and why is it the next big thing for the New Zealand market? SMIRNOFF, THE world’s #1 vodka brand, has launched its new Smirnoff Seltzer range in New Zealand through distributor Lion, giving Kiwis the chance to experience the latest premix innovation that is zero sugar, zero carbs and less than 70 calories per serve. Seltzers are a new category for New Zealand and are defined as an alcoholic 10 DRINKSBIZ JUNE / JULY 2020
mix made with sparkling water rather than soda or soft drink. It is a lower calorie option for consumers looking for a delicious refreshment without added sugar or carbs. If you think you’ve heard of seltzers, it’s highly likely you have. Seltzers are taking the US market by storm and the category is currently growing at triple digit rates
and has been for the last four years. The category, led by US brand White Claw, has seen success off the back of its very light, refreshing flavour. Smirnoff Seltzer is the first international brand to bring this category across to New Zealand and is launching with three refreshing flavours: Natural Lime, Passionfruit, and Raspberry Rosé. The range is made from Smirnoff Vodka blended with sparkling water and a hint of all natural flavours. It has a 5% ABV and given the current trends across New Zealand for refreshing lower calorie options, Lion is confident it will be a popular choice with Kiwis all year around. Smirnoff Seltzer comes in convenient slimline 250ml cans and will retail in 12-packs for RRP $25.99. Smirnoff Assistant Brand Manager,
