Accolade Wines is extending the reach of its recently-launched Nine Yards hard seltzer to the Global Travel Retail channel.
The brand, which debuted in the UK two months ago, will target “Millennial travellers” when it hits GTR later this month. Accolade will promote the three-strong line, comprising Morello Cherry, Watermelon and Pink Grapefruit, at the TFWA World Exhibition & Conference in Cannes.
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“The hard seltzer category will have a strong appeal to Millennial travellers, who want more natural products and lower abv drinks that are better environmentally in terms of carbon neutrality and recyclability,” said EMEA senior regional manager Jeff Bond. “We believe it is going to be a big performer for us in the Travel Retail channel.”
Nine Yards will carry an SRP of GBP2 (US$2.70) per 33cl can in GTR, undercutting the GBP2.50 UK price point. The range will also be available in a ‘three for GBP5’ promotion.
Hard seltzer is starting to cause concern in its US homeland. One of the category’s leading brand owners, The Boston Beer Co, warned last month of “continuing uncertainty” in alcoholic sparkling water in the country, while Constellation Brands confirmed a “slowdown in the overall category” yesterday.
The lessons beer can learn from hard seltzer – Click here for a Just Drinks comment
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