highlights
It is a drink which contains a mixture of alcohol and soda.
Usually it contains about six percent alcohol.
Domestic brands are also trying to establish themselves in India.
summer I feel like drinking cold and sweet drinks. In such a situation, hard seltzer is a great option. It is a drink which contains a mixture of alcohol and soda. Apart from being tasty and cool, it is also low in calories. Therefore it is becoming very popular among the youth. The craze for hard seltzer is increasing in India. Do you know what hard seltzer is and why it is becoming so popular? Hard seltzer has been called the next generation alcohol.
Call it whatever you want – hard seltzer, spiked seltzer, boozy soda water – it’s a drink that has been gaining attention lately. It was once considered a niche drink for beginners to start with before moving on to harder drinks. Covid has given it an opportunity to flourish, because a lot of changes took place during this period. And the biggest change happened in the matter of drinking and serving, in which people started exercising restraint. In the early 1990s the Australian brand “Two Dogs” was said to be the world’s first alcoholic lemonade. Now it has been accepted as a drink in America also and from there its journey of becoming global started. It has found a place in India also and is making waves everywhere. Hard seltzer has become an everyday thing and you should know about it. Otherwise you will be at risk of being socially boycotted.
How did seltzer originate?
Let’s go back in time a thousand years. There were mineral-rich springs with naturally glowing water all over the world. Consumption of its water was given preference due to its medicinal value rich in nutrients. Seeing the opportunity, some towns started bottling and selling them. Hard seltzer has its roots in Niederseltzer, a town in Germany. Perhaps for marketing and commercial reasons, all types of water came to be known as ‘seltzer water’. This name became Seltzer years later. It started gaining popularity in America in the beginning of the last century, but then it was banned. President Franklin Roosevelt lifted the ban in 1933. But meanwhile the people there started searching for something different and tasty. In such a situation, Cola made its place, leaving behind the Seltzer craze. But change is the law of nature. The new generation is slowly saying goodbye to these sweet options. They are being replaced by low-sugar, low-calorie refined drinks. These trends are bringing seltzer back into vogue.
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what is seltzer
So what exactly is hard seltzer? This is carbonated water that has been flavored. Usually it contains about six percent alcohol. Initially it was made mostly from barley or cane sugar. Their base can also be wine. Now it is usually produced from grain based neutral spirit. Seltzer is characterized by minimal sugar and calories and ease of drinking.
future in india
Seltzer in India started with ‘Bro Code’ which was a good product for its time. But it could not be as successful as the American ‘Jima’. Its market in America has increased by 285 percent. So India is also trying to establish its domestic brand. in India Names like Pursue, IST, Raya and Barneys are making their place. Pursue has established itself as a highly reputed brand by winning the internationally renowned Penta Award and the highest 3 star rating from the International Taste Institute, Brussels for its design and packaging. Barneys originated in India and is now available in other countries. Which shows that this category is truly global.
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why this drink
Hard seltzers are not intended to compete with beers, brewers and cocktails. This provides drinkers an alternative. Beer is anyway known for its high calorie level. Seltzer contains 4 to 6 percent alcohol, which attracts people towards it. However, for the longest time the only ready to drink (RTD) option was Bacardi Breezers. But trends change with time and hard seltzer makers are trying to differentiate themselves. Since this category is still new and free from any fixed definition, the possibilities are endless.
With the entry of big companies like Pepsi and Coke in this category, one thing became sure that it is not a bubble or a fad and it has the potential to grow. This drink is also being promoted as neutral alcohol. Like beer targets men and fruity, sweet colorful drinks are for women. But seltzers are for everyone. Its taste pleases both parties. Producers in India are realizing that they have endless opportunities. If you want to see youth who are keeping pace with the world, then now is your turn.
(Note: This information has been given quoting the experts of Spiritz. Disclaimer: Its purpose is not to promote the culture of drinking alcohol.)
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FIRST PUBLISHED: January 17, 2024, 10:35 IST