Smirnoff taps into low-alcohol market with new seltzers

Diageo has launched a new range of Smirnoff Seltzers in a bid to help retailers cash in on the growing low-calorie market.

Following the recent launches of Island Bay Seltzers and Barefoot Wine Seltzers into the UK market, Smirnoff Seltzers come in two flavours, Raspberry & Rhubarb and Orange & Grapefruit, with an ABV of 4.7% each. It is available to Spar retailers now, and will be made available from Booker from 1 July.

It comes in a 25­0ml, RRP £1.80, and is best kept chilled.

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The UK ready-to-drink category has boomed in recent years, with sales growing by 28% from 2018 to 2019, following on from the growth of the hard seltzer market in the US, which was valued at more than $1.5bn (£1.1bn) in 2019.

The supplier says that it taps into the consumer demand for spritz-style drinks and, at 72 calories per 250ml serving, it is an alternative for those looking for a lighter-calorie option to wine and beer. 

A 250ml serving of Smirnoff Seltzer contains 54% less calories than a regular 175ml glass of wine, and 49% less calories than a 330ml bottle of beer.

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Sarah Shimmons, global marketing director for Smirnoff at Diageo, said: “Smirnoff has a long legacy of innovation, so we’re thrilled to bring the new range of Seltzers to the UK.

“After seeing the trend of hard seltzers soar in the US, we’re delighted to offer consumers Smirnoff Seltzers at 72 calories per 250ml serving.”

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