Kopparberg to release hard seltzer range in the UK

Swedish cider company Kopparberg is releasing a new range of hard seltzers in the UK at the end of May.

Three flavours will be available in the new Kopparberg Hard Seltzer range: Mixed Berries, Black Cherry and Passionfruit. All three flavours contain 93 calories per can, and all three variants are carb and gluten-free.

Kopparberg claims that the low-calorie count in each beverage is due to the company’s trademarked KopparSpirit, an alcohol base made from fermented fruit that leaves behind no residual sugar.

The company says that the decision to enter the hard seltzer category was made as a number of major firms have entered the fast-growing hard seltzer space in recent times.

Kopparberg states that while the growth of the category has been rapid, many consumers have found hard seltzer products to be ‘subtle, bland and tasteless’, and says that this new range seeks to address this.

Rob Salvesen, head of marketing at Kopparberg, said: “As Kopparberg continues to diversify its portfolio by leveraging its position in the market as experts in premium fruit refreshment, the brand needs to evolve with consumer trends and tastes.

“Kopparberg is here to redefine the Hard Seltzer by putting flavour front and centre and we wanted to give consumers the refreshing, fruity flavour they’ve come to expect from Kopparberg, whilst delivering all the clean, low calorie promises of a Hard Seltzer.

“Hard seltzers are already the youth generations drink of choice in the states and we wanted to make sure Kopparberg lends its big-brand credentials and flavour expertise to the category as hard seltzers land on our shores. Wherever we are this summer, Kopparberg Hard Seltzer is here to offer up something different, and, true to our brand values, there is no subtlety and absolutely no compromise on taste.”

All three Kopparberg Hard Seltzer variants will be available nationwide from Tesco and Morrison’s retailers from the end of May.