Hard seltzer is attempting to go global as both multinationals and independent producers look to emulate the category’s US success in new markets. The UK has been one of the first ports of call for leading brands such as Mark Anthony Brands’ White Claw and Anheuser-Busch InBev’s Mike’s Hard Seltzer, creating a new front in the hard seltzer fight as well as an opportunity for innovative start-ups targeting a slice of a potentially-lucrative market. just-drinks spoke to one of those new companies, the sister-and-brother-led Loon Water, which launched the apple-based Two Brooks alcoholic sparkling water earlier this year. Loon Water co-founders Fabio and Francesca Bruni talk about the difference between the US and UK markets, why distillers risk brand dilution with big-name launches and where the global hard seltzer category goes from here.
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