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Global vodka giant Smirnoff believes that hard seltzer is on track to become the next big drinks trend in Australia, banking on its ‘balanced’ low-calorie, low-sugar characteristics.
According to alcoholic beverages giant Diageo, which owns the Smirnoff brand, the hard seltzer market has seen a significant boom recently, especially in the United States, and it believes that the category is on its way to become a big trend in Australia and the APAC region as well.
“Globally, we’re aware consumers are gravitating to alcoholic seltzers as the proposition caters to the desire for a clean and balanced alcohol beverage. Hard seltzers have exploded in the USA, achieving 43% market share of mixed drinks sales in 2019,” Maddy Stockwell, Diageo Marketing Manager - Light Spirits told