Raspberry Rosé offers a sweet and fruity beverage, meanwhile, White Citrus features hints of grapefruit and lime. He says the most common question during sampling was “what’s the alcohol in this?” And further research found the word ‘hard’ was the problem.

The London-based brand refers to the spike in popularity that the hard seltzer category has seen in the US over the past few years and aims to catalyse the trend in the UK. London-based hard seltzer brand Drty released The Drty Hard Seltzer Handbook, which looks at the origin of the category, other brands in the market, consumer demographics, case studies, market size and future predictions. Darty management has delivered against all its stated objectives, is high quality and has support from a high quality shareholder base. The underlying valuation for the Group and now the proposed offer of 101p, do not reflect these strengths, its strong cash flow profile or the future profit potential for Darty.Mallett said: “Hard seltzers are an exciting addition to the GB market. Although it is still early days, the growth seen in the US suggests a positive future for the category in GB and should further boost the growth of the strongly performing RTD category.” In the US, it’s a readily used term for alcohol but that does not hold in the UK,” explains Clements. “The word ‘seltzer’ was less of a problem – consumers in the UK are starting to get what that means, particularly driven by the huge popularity of seltzers at UK festivals, and brands such as White Claw going big on ad campaigns.” According to Google Trends data, the top five trending countries for the category are the US, Norway, Ireland, Canada and the UK. The revamp would seek to capitalise on RTD category growth, while disassociating from the term “hard seltzer”, Drty said.

The term ‘hard seltzer’ has never sat easily with UK consumers. And what should’ve arguably been a pivotal moment for the category in 2020, as it rode the wave across the Atlantic, was eclipsed by a global pandemic.

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It also includes commentary and predictions from industry and category experts, including Waitrose buyer John Vine, consumer insights director alcohol at Kantar Worldpanel Tom Mallett, and CGA Strategy’s Tom Mulcauley.

Looking forward, Clements believes people are buying into seltzers and he says Drty was the number one or two selling product at several festivals this year, “outselling even lager at Mighty Hoopla Festival”. Posted at 02/10/2015 11:45 by terrys trousersCalm down Marty W, i know you are who you say. seems to be one person here and other threads trying to stir up trouble, doodlebug4, eg, why is he here in the first place, he hasnt a position, he cetainly hasnt declared it, and hes not on the thread previously. i think hes watching your profile Marty and following your posts. And as part of the brand shake-up, he also says Drty’s White Citrus has been rebadged to Lime Crush, “which is much easier to understand”. New beverage brand Drty has launched a 4% ABV ‘zero-carb’ hard seltzer in two flavours, as it looks to bring the drinks trend to the UK.

Disclaimer

Studio Juice – the brand agency used by Camden Town Brewery, Moju, Karma Drinks and Momo Kombucha – were responsible for the refresh. The report was compiled and authored by Matthew Langley, who is a food and drink insights, strategy and brand expert with more than 19 years’ experience. He previously authored the first four editions of the Weston’s category report, the annual analysis on the cider category. I think the category was probably overhyped in 2019/2020 but there is definitely still a place for it on retailers’ shelves,” he says. “We think that seltzer will form a sub-segment of RTD rather than a category of it’s own, and maybe be slightly smaller in size than many of the predictions suggested.” In addition to supporting category growth, the emergence of hard seltzers should help to further alter perceptions of RTD in the same way that premix products (such as canned gin and tonic) have done so successfully over the past few years.

A 25% premium for a controlling stake in one of Europe’s largest electronic and white goods retailers is too low. Macro-indicators are improving and the proposed offer appears opportunistic in our view. Q1 trading for Darty was ahead of expectations; several catalysts exist. Since the first hard seltzer brands started launching in the UK in 2019, there has been a rush of entrants, from some of the largest multinationals – AB Inbev, Coca Cola, White Claw, and Kopparberg – to small independents and start-ups, such as DRTY, Good One, Served. Fnac is cash rich, c.€540m (Dec 2014) and with little commitment to a dividend policy we question why there is no cash component to the proposed offer. The attraction of Fnac paper, a very different business to Darty, is questionable for Darty shareholders in our view. The proposed offer for Darty significantly undervalues the group. The structure of the proposed offer does not deliver fair value to all shareholders. It also precludes Darty shareholders from benefiting in line with Fnac shareholders any future cost or revenue synergies. We see a higher price, a full or partial cash alternative and even possibly a dual London listing as some of the remedies for us to alter our view that this deal is not in the interests of all shareholdersAnd while pre-pandemic predictions may not have come to fruition, there’s still room on the shelves for hard seltzer brands – though recent moves suggest some might be called something different. Not only that, Clements believes the use of the word ‘vodka’ better enables them to play in the RTD space, opening up possibilities to work with other spirits categories on seltzer products. Tom Mallett, consumer insights director, alcohol at Kantar, said: “Although it is still early days, the growth seen in the US suggests a positive future for the category in GB [Great Britain] and should further boost the growth of the strongly performing RTD category. Kantar data cited by the report also found that more than 1.5m litres of hard seltzer were sold in the UK in the 12 months to 20 November 2020. Since January 2020, the category’s volume grew by 1,087% to 1.57m litres. The report said that the IWSR predicts a UK compound annual growth rate of 71% from 2019 to 2024.