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Functional aspects such as low/reduced sugar, low calories and added vitamins, proteins and minerals, as well as a product’s region and origin have become more important than pure enjoyment and flavor experience. The results of the representative consumer drink trends study by K&A BrandResearch (September 2021) underline this overriding attitude toward non-alcoholic beverages. In Germany, the importance of conscious nutrition and topics such as “free from”, vegetarian, vegan and functional nutrition has increased significantly over the last few years and become a central topic for individual lifestyles, especially among the younger generations. An opportunity from possible beverage trends? While the market for hard seltzer in the USA has grown to a revenue of more than USD 1.5 billion, the beverage has not yet been able to assert itself in Germany. Even Lidl tried out its own “Sunrise” brand in October 2020. In addition to innovative start-ups like Holy, Suaro and Berlin Seltzer, big players like the USA pioneer White Claw and Coca-Cola have also thrown their hats in the ring with the Topo Chico brand. Since mid-2020, the first providers have been venturing out and bringing new offerings onto the market based on the successful U.S. Currently, the taxation remains unclear as to whether Germany’s “extraordinary tax on sweet alcoholic beverages for the protection of young people” also applies to hard seltzer. In order to mark out hard seltzer as profitable, manufacturers especially want to avoid the alcopop tax introduced in 2004 as it is four times higher than the alcohol tax.

In addition to alcohol tax, there are separate fees for spirits, sparkling wine, beer, intermediate products and alcopops. Unfortunately, there are almost even too many for it to spread quickly across Central Europe and become established as the new must-have drink there.īefore specific marketing concepts can be developed, the tax framework in Germany needs to be clarified first. Ultimately, many application scenarios are possible and feasible.

In addition to nightly parties, that could be boat trips, cruises, golf events, pre-drinks in the garage or chilling on the roof terrace. If we follow this train of thought, hard seltzer can be seen as a “healthy” alternative in many different contexts with just a little alcohol. The beverage isn’t explicitly aimed at women or men, but instead embodies an attitude to life – keeping a clear conscience even during long nights of partying and doing something (more or less) good for your body. In addition to the low calorie content, hard seltzer also boasts other qualities that should go down well with the health-conscious, cool and young at heart urban population always on the lookout for new trends: It’s vegan, practically sugar-free, ready to drink from the can or bottle and doesn’t contain excessive amounts of alcohol.