Asia-Pacific Hard Seltzers Market – Booming with New Product Launches


By Snehal Singh, 20 January, 2023


Hard Seltzers, a type of beverage called highball drink are made with a combination of carbonated water, alcohol, and fruit flavoring. The alcohol in the drink is achieved with the help of fermentation by yeast through which the sugar added turns to alcohol. However, the method of preparation differs with the brand to brand. The low calorie, keto-compatibility, and less alcoholic content of the hard seltzer are driving its popularity in the beverages market. The Asia-Pacific Hard Seltzers market with high growth potential is booming with the new launches.

Pursue Hard Selzer

In August 2022, Mandovi Distilleries & Breweries Private Limited has its PURSUE brand Hard Seltzer in Mumbai in four new variants namely Mosambi and Mint; Peach and White Tea; Strawberry and Rose; and Mango and Chilli.  The drink is made up of 5% alcohol by volume and less than 1% sugar, making it a low-carb drink with less than 110 calories. It is also completely made of natural flavors and gluten-free concoctions.

Kirin’s Smirnoff Hard Seltzers

In April 2022, Kirin launched its debut hard seltzers in Japan under its brand name Smirnoff. The brand offers two variants namely orange & grapefruit and white peach. The product is made using Smirnoff Vodka and the company expects the sales of its new launch to acquire approximately 11% of ready-to-drink category sales in Japan market.  It also expects that the gender neutrality of the product, pricing, and presentability of the product to drive the growth of the product in Japan.

Hard Seltzers, a type of beverage called highball drink are made with a combination of carbonated water, alcohol, and fruit flavoring. The alcohol in the drink is achieved with the help of fermentation by yeast through which the sugar added turns to alcohol. However, the method of preparation differs with the brand to brand. The low calorie, keto-compatibility, and less alcoholic content of the hard seltzer are driving its popularity in the beverages market. The Asia-Pacific Hard Seltzers market with high growth potential is booming with the new launches.

Pursue Hard Selzer

In August 2022, Mandovi Distilleries & Breweries Private Limited has its PURSUE brand Hard Seltzer in Mumbai in four new variants namely Mosambi and Mint; Peach and White Tea; Strawberry and Rose; and Mango and Chilli.  The drink is made up of 5% alcohol by volume and less than 1% sugar, making it a low-carb drink with less than 110 calories. It is also completely made of natural flavors and gluten-free concoctions.

Kirin’s Smirnoff Hard Seltzers

In April 2022, Kirin launched its debut hard seltzers in Japan under its brand name Smirnoff. The brand offers two variants namely orange & grapefruit and white peach. The product is made using Smirnoff Vodka and the company expects the sales of its new launch to acquire approximately 11% of ready-to-drink category sales in Japan market.  It also expects that the gender neutrality of the product, pricing, and presentability of the product to drive the growth of the product in Japan.

Topo Chico and Mode

The hard seltzers market in Australia has been witnessing the launch of several new brands and products like Mode Hard Seltzer, Topo Chico Hard Zeltzer, Fellr brewed alcoholic seltzer and Barneys Hard Seltzer. Mode, a locally owned brand in Australia has developed its hard seltzer using native ingredients and high-quality vodka in four flavors namely mango and pomegranate; Tasmanian pepper berry, ginger and lime; Davidson plum and forest berry; and yuzu, cucumber, and basil. The products were launched in October 2022 and the company expects that the better-for-you trend, and unique flavors are expected to boost the sales of the product. The Indian brand Barneys debuted in Australia with its wide range of hard seltzers in August 2022, the product is made of jasmine and lemongrass.

The hard seltzers market in Australia has been witnessing the launch of several new brands and products like Mode Hard Seltzer, Topo Chico Hard Zeltzer, Fellr brewed alcoholic seltzer and Barneys Hard Seltzer. Mode, a locally owned brand in Australia has developed its hard seltzer using native ingredients and high-quality vodka in four flavors namely mango and pomegranate; Tasmanian pepper berry, ginger and lime; Davidson plum and forest berry; and yuzu, cucumber, and basil. The products were launched in October 2022 and the company expects that the better-for-you trend, and unique flavors are expected to boost the sales of the product. The Indian brand Barneys debuted in Australia with its wide range of hard seltzers in August 2022, the product is made of jasmine and lemongrass.
Average case price  off premise
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The image shows average case price of hard seltzer (off premise)

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