Asahi Group’s Viper Hard Seltzer
- Category – Alcoholic sparkling water, 4% abv
- Available – From this month
- Location – The UK
- Price – SRP of GBP2.20 (US$3.11) in selected off-premise outlets, GBP4.50 ($6.35) at on-premise locations
Asahi Group has entered the alcoholic sparkling water category in the UK.
Viper Hard Seltzer is available in Lime and Cranberry flavours and contains 96 calories per 33cl can. Both variants are packaged in can and bottle formats and are on sale this week from selected on- and off-premise locations in the market.
The release will be supported by what the company describes as an “experimental sampling campaign” as well as activations at UK festivals and other consumer events in the coming months.
The Japanese group’s UK division said the hard seltzer is produced in the Czech city of Pilsen, using a six-day brewing process.
“Entering the vibrant hard seltzer category is a really exciting move for us,” said Asahi UK’s marketing director, Sam Rhodes. “We’re proud to introduce a hard seltzer that not only offers quality, demonstrated through the brewing process, but also allows us to continue to offer products to our customers that are in line with consumer trends.”
In October, the company signed a six-year sponsorship deal with the London-based music festival, BST Hyde Park.