Hard seltzer brand White Claw has grown rapidly in the UK since launching last June, and is now looking to expand the nascent category by taking market share from beer.
Heineken is launching hard seltzer brand Pure Piraña in Europe as it diversifies beyond beer to capitalise on the growing trend of health-focused beverages.
With the launch of Bud Light Seltzer, Budweiser wants to use its trademark humour to demystify hard seltzers and become a leader in the nascent UK category.
Multiple ads for three hard seltzer brands, including BrewDog, have been banned by the advertising watchdog for making unsubstantiated health claims.
Marketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Consumers’ enjoyment of food is influenced by what they see and know in advance, and while flavour-focused messages improve perceptions, health-based ones actually harm them.
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Marketing Week reveals the top 10 charity and not-for-profit marketers, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.