Carlton & United Breweries has launched its first hard seltzer beverage in the Australian market, called Actual Vodka Seltzer.
Hard seltzer is alcoholic, low-calorie carbonated water. CUB’s Actual Vodka Seltzer is a low-calorie ready-to-drink vodka, made with 100 per cent natural ingredients to a vegan recipe. There are two varieties, pure and lime. Pure has no sugar and just 65 calories, while lime is low in sugar and contains 69 calories.
Hard seltzer has seen massive growth in the US. CUB said on-premise sales grew five-fold in 2019 to US$1.2 billion.
Actual Senior Marketing Manager Marc Lord said Carlton & United Breweries thinks the category’s phenomenal growth in the US can be replicated in Australia.
Lord said: “The hard seltzer market grew from nothing to become a multi-billion-dollar business in just five years in the United States. This is the next big thing here in Australia, and that’s why Carlton & United Breweries created Actual.”
US drinks market analysts IWSR forecast consumption would triple in the US by 2023 to more than 281 million cases. It found hard seltzers – whether from a wine or spirits base – control about 2.5 per cent of the US alcohol market.
“The rise of hard seltzers shows there was a segment of consumers underserved by the current beverage alcohol market who were looking for alternatives that were refreshing and flavourful, but also low-calorie and low-sugar,” Brandy Rand, COO of the Americas at IWSR said.
Lord said: “Consumers now want simple, no-nonsense alcoholic drinks and that’s what Actual is. Standing in front of the RTD and craft beer fridges with thousands of flavours it’s hard to make a choice, so we’ve made it simple.
“Actual is a simple drink of sparkling water and vodka, which results in low calories and low or no sugar. We know consumers’ needs are evolving faster than ever before, and we’re right there with them. Consumers are seeking lighter, more refreshing styles of alcoholic drinks. They still want to have a drink, but they don’t want the sugar or added ingredients.”
Actual joins CUB’s growing RTD portfolio, alongside their brands Brookvale Union Ginger Beer, Brookvale Union Peach Iced Tea, Lexington Hill Espresso Martini and Lexington Hill Margarita.
