Okay, so now we know what a Seltzer is we can crack one open and dive into the brand review... Here are a handful of worth contenders, and made the cut due to their availability and appeal. There are many more brands available in the UK and I will to continue my quest to find the new queen of the tinnys.
1. Smirnoff Seltzer (Parent Brand: Diageo)
Flavours: Orange & Grapefruit, Raspberry & Rhubarb
ABV: 4.7%
Calories per can: 72
Can size: 250ml
Price: £1.80
Available from off-trade outlets in the UK from June, Smirnoff Seltzers are a mix of Smirnoff No.21 Premium Vodka, sparkling water and natural fruit flavors.
The Marketing Owl Verdict:
Great packaging, bright colours against the white. White is popular choice for seltzer brands, signifying a 'lightness' in our minds to inspire a guilt free experience. And a wise decision to include the calories and low alcohol percentage front and center of the can. I also think this is great transition from a the tinned G&T and flavored ciders, and UK consumers will defiantly be drawn to this new can on the shelf.
However, I am sorry to say this but this is NOT a true seltzer. The flavor choice is nice, but as this contains VODKA, and after a brief taste test, it does not compare to the others. This is a good mimic, but not an official dupe. I think fans seeking the seltzer experience will be disappointed with a bad taste in their mouths and even a sorer head...
2. Mike's Hard Seltzer (ZX Ventures, InBev)
Flavours: Lime, Lemon and Black Cherry.
ABV: 5%
Calories per can: 100
Can size: 330ml
Price: £1.99
Previously known as Mike’s Hard Sparkling Water, this drink has been on the UK shelves for a while, and due to a customer survey it changed its name to Mike’s Hard Seltzer.
The Marketing Owl Verdict:
Boasting as one of the cheaper seltzers (50p is a lot guys!) it was easy to get hold of. Apart from the taste, which is not even remotely 'selzer-ish' and unfortunately quite difficult to drink (overpowering harsh chemical fizz) the branding is just O.K. The starkness of the design looks a little lazy. I cans see the basic text, and block branding would appeal to the no-nonsense drinker. I think they have missed out on the lucrative 'Instagram' audience, and to be frank, nothing about this can says 'take a picture of me' I also think they missed a big re-branding opportunity here. Sure, listen to the public opinion and update your product, but when you look at its competition, they have done a far better job at creating a 'summer vibe' by using graphics of juicy fruit, and branding associated with the ocean...
4. White Claw (Mark Anthony Brands)
Brand owner: Mark Anthony Brands
UK Flavours: Natural Lime, Black Cherry and Rassberry.
ABV: 4.5%
Calories per can: 95
Can size: 330ml
Price: £2.50
By far the biggest and most established seltzer brand in the US, White Claw dominates the market with a 58.6% share. Since its launch in 2016, the brand has achieved a phenomenal rise to prominence within the seltzer category, so much so that its nearest competitor lags far behind in terms of market share.
In 2019, Americans drank $212.1m worth of White Claw in the six months to June 23, more than the entirety of 2018, when sales totalled $196.7, according to IRI sales data.
It’s officially classed as a flavoured malt beverage (as with Smirnoff Seltzer), made with “a blend of seltzer water, its gluten-free fermented sugar. A good move for White Claw was their idea to release a limited edition White Claw Pure Hard Seltzer called Pure, which doesn’t contain any fruit flavouring and is intended to be an alternative to vodka and soda. This will be a huge hit in the UK if it ever arrives from overseas..
The Marketing Owl Verdict:
This is the original, Seltzer drink, so as far as flavors, taste and drink-ability, nothing really compares.
They are the top of the Seltzer caster for a good reason, there branding is great, they now have distribution around the UK and their are rampant on social media and merchandise. (A way to everyones hearts) I have even invested in Claw inspired gifts for my girlfriends...
So why is this brand so successful? Did they just have an first-to market advantage? Probably. Is it because they were super quick to dominated all distribution channels retail, bars and restaurants, mimicking the famous Coca-Cola's strategy takeover? Yes, most likely.
Or is just a combination of clear branding, unusual but easy to remember brand name, and timing that has made it work so well? I would say yes to all.
But what is clear is that Seltzers are here to stay, - Hooray!
So what would would a Marketing Owl inspired Seltzer drink look like? Positioning: Targeting Females 18-35 Demographic
Well, keeping with the ocean theme, and to appeal to the consciousness eco-shopper, I would launch a fizzy canned drink, that would be made of recycle materials, and support a notable charity such as Water Aid. (Why hasn't anyone done this already?)
The ingredients seem to be key, with a focus on low calorie and low alcohol content it should be featured front and center of the product. I would aim as low as possible, ideally lower than 90 calories for a guilt free drinking experience. Flavours would include popular UK summer fruits and flowers such as Lemon & Lime, Elderflower, Strawberry, Watermelon and Grapefruit.
Marketing Launch Strategy: I would also launch it on Instagram with an 'instant shop' and partner with a reputable food & drink delivery service so anyone, anywhere in the UK can enjoy. Pre-Covid-19 apocalypse, the obvious ideal partnerships would have been with music festivals and live gigs events for a memorable summer launch. A touring selzter bus or boat would fit perfectly for this product. A 'create your own Selzter' combing an oxygen and bubble bar, where you will be invited to mix and match your own flavours would be a fun, interactive experience for customers.
Branding: Sticking with the nautical theme, the branding needs to be familiar, colorful and Instagram worthy. I would be attracted to a glittery exterior, and something that feels like a magical potion, such as The Elixir (Seltzer)
The logo would feature a mythical creature, or tropical lagoon of sorts. The colours would be a silvery-white with black text to match its rivals, but the tone would inspire people to drink this and pretend to be on holiday, wherever they are.
I just goddamn hope that this market continues to innovate, produce more flavours and deliver guilt free hangovers for many years to come! Like my concept? Enjoyed my ramblings? Get it touch, I'd love to chat - hello@themarketingowl.co.uk
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