Hard iced tea seltzer pours into Dutch and Belgian markets with Bozu

01 Jun 2022 --- Hard seltzer start-up Bozu has introduced a carbonated and sugar-free hard iced tea infused with a dash of vodka to the Dutch beverage market where the premix category has the potential to grow significantly.

Industry value of the hard seltzer category is set to increase from £10 million (US$13 million) to £600 million (US$788 million) by 2025, notes the company. 

The growth in the hard seltzer category over the past few years has extended to other categories and the hard tea segment has emerged as a potential disruptor to the “hard” space.

“We are extremely proud of our new introduction, which makes us frontrunners in the Netherlands. Ice tea is the most popular soft drink in the Netherlands, and the only one that is growing every year in terms of sales in the supermarket channel,” claims Brend Koolhof, founder, Bozu.

Bozu is available in Hard Iced Tea Green featuring lemon and ginger and Hard Iced Tea Peach with peach and hibiscus. The hard iced tea is carbohydrate-free and a can contains around 65 kcal. 

Part of the appeal of hard seltzers comes from the shift in drinking patterns and behaviors in recent years which is being driven by the low-and no-alcohol trends coming from younger generations seeking the adventure and adult flavor without the high alcohol volume. 

Mix up and fizz up of iced teaBozu hard iced tea is carbohydrate-free and contains around 65 kcal. 
The most popular drinks in the mixed drinks category are based on cola and another popular soft drink. However, consumers do not understand what is meant by hard seltzers, alcohol labeling regulator Portman Group finds.

The group recently warned soft drinks companies in the fast-growing market that 65% of UK consumers fail to recognize what it means when the word “hard” is linked to “seltzer.” 

Hard seltzers are one of the most popular drinks categories, a trend which began in the US where it saw bullish growth. 

The momentum quickly spread to the UK and European markets but there is now a stumbling block on the actual understanding of the alcohol hybrid drink.

The Portman Group called on companies to ensure they have ample cues to inform consumers hard seltzers’ are alcoholic.

Retailers are urged to include the alcohol by volume (ABV) on the front of the packaging and include references to “alcohol” or the word “alcoholic” are given more prominence than negative alcohol cues such as fruit images, fruit descriptors, overly busy design or cartoon illustrations.

Bozu did a soft launch via its student service to test the market.

“We are pleased that we have jumped into this gap and this new introduction fully underlines the pioneering spirit of our start-up,” says Gianluca de Leo, co-founder, Bozu.

Bozu Hard Iced Tea is available at selected Albert Heijn branches in the Netherlands and Belgium, at flash delivery company Flink and catering wholesaler Sligro.

Edited by Inga de Jong