Thought it was just the US? Island Bay Hard Seltzer is coming to the UK
Alcoholic sparkling water from the U.S. of A: available in stores this summer
I feel like a lot of people are going to have an opinion on this. It's either excellent news or bad news if you live in the UK, because Island Bay Hard Seltzer drinks are hitting shops in summer.
We're talking about a low-calorie, zero-carb, sugar-free, vegan, fruit-flavoured alcoholic water with 5% ABV, which is essentially supposed to be an alternative to both fizzy sugary drinks and beer. I've never tried it so I wouldn't know, but I can tell you I'm intrigued.
The drink is made with a continuously distilled alcohol base and it's available in three different flavours: strawberry, watermelon and mango. It's reasonably priced (it's basically cheaper than beer); a 70-calorie, 250ml can of alcoholic water will cost £2.25 in the UK.
I'm not sure how UK consumers are going to react to this, and whether they're going to like the drink or not – but hard seltzer drinks have been selling like hot cakes in America, where sales have risen by over 200% in the last year alone.
The trend is expected to continue in the foreseeable future because, according to Island Bay's founder Mudassar Aziz, "health and well-being are high on the consumer agenda right now", and consumers are looking for ways to improve their health with minimum external impact. In fact, the company is quite open about its marketing policy: their Instagram bio reads, and I'm quoting, "The perfect guilt-free drink!" This, in my opinion, says it all.