What’s so hard about understanding hard seltzer? 65% UK consumers are confused

01 Apr 2022 --- Consumers do not understand what is meant by hard seltzers – that’s the finding from an alcohol labeling regulator, which is warning 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.’ 

This is according to the Portman Group which has carried out research into one of the most popular drinks categories 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.

Matt Lambert, CEO, Portman Group tells FoodIngredientsFirst: “There is still low consumer awareness of the term ‘hard seltzer’ and at present, consumers do not find the term ‘hard’ a useful signifier of alcoholic content or to convey whether a product has higher alcoholic strength.” 

“A seltzer can be a non-alcoholic soft drink. Hard seltzers are ‘RTD’s – i.e. already pre mixed and ready to drink. Liquor is usually a distilled spirit,” explains Lambert.

Based on this latest research, the group has updated its guidance to beverage companies.       

Giving consumers the right cuesHealth claims are not allowed for alcohol drinks containing more than 1.2 alcohol-by-volume.
The Portman Group has 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’ on the front of the packaging. They should ensure that positive alcohol cues such as ABV and alcohol phrases are given more prominence than negative alcohol cues such as fruit images, fruit descriptors, overly busy design or cartoon illustrations.

“The update to guidance recommends that producers include positive alcohol cues on the front of packaging so that the drink communicates its alcoholic nature with absolute clarity,” explains Lambert.

“Producers need to be mindful that such products cannot suggest that they have therapeutic qualities, and the advisory service would urge caution when considering accompanying marketing materials in this area,” he says. 

“Products should not make any health or wellness claims such as suggesting that hard seltzers are for those who are health-conscious and on a diet. There should also be no suggestions that the product will invigorate, refresh, or enhance the consumer’s physical and/or mental wellbeing,” Lambert elaborates.

In the US, hard seltzers are often marketed as a healthier, low-calorie option for alcohol drinkers. In the UK, it is against the law to make any health claims about alcoholic drinks.

As set out in the Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks, the updated guidance states a drink’s alcoholic nature must be communicated with absolute clarity.The appeal of hard seltzers comes from the shift in drinking patterns. 

Health claims are not allowed for alcohol drinks containing more than 1.2 ABV. Nutritional claims are only acceptable when meeting the criteria set out in the retained EU Nutrition and Health Claims Regulations 2006. Therefore, the advisory service urges all producers to seek independent legal advice or guidance from trading standards.

“Health and nutrition claims are subject to legal restrictions, in addition to Code Rule 3.2j.  We strongly recommend seeking guidance from a legal advisor or trading standards service before making any health or nutrition claims. This might include claims about reduced calories, sugar content or allergens,” says Lambert. 

Lambert continues: “Claims referring to the taste and quality of the product are likely to be fine but the advisory service and Independent Complaints Panel will always consider the overall impression of a product, and compliance with the Code will be determined on a case by case basis. Producers are therefore encouraged to seek free confidential advice from the advisory service.”

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

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. 

The growth in the hard seltzer category over the past few years has extended to other kinds of ‘hard’ disruptions like how the hard tea segment has emerged as a potential disrupter to the “hard” space.

According to Innova Market Insights, 4% of all the beers and spirits launched globally in 2021 contained no alcohol at all, rising to 7% among flavored alcoholic beverages (FABs).

By Inga de Jong

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