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East London Liquor Co. joins hard seltzer craze with vodka-based drinks

East London Liquor Co. has become the latest distiller to join the hard seltzer movement with two new vodka-based drinks.

The Bow Wharf distillery has released a Pomegranate & Vodka Seltzer and a Lime & Vodka Seltzer, both made with its own wheat vodka. The low-calorie drinks are both 4% ABV and contain no artificial sweetners, colours or preservatives.

Seltzers and hard seltzers, an American import, have taken off in the UK over the past year with companies including Bodega Bay, Island Bay and Sparkl rolling out ranges.

Alex Wolpert, founder of East London Liquor Co., said: "Our focus has always been on making sure that drinkers have a wide range of delicious booze to enjoy, whether that's in their favourite cocktail bar or their spirits cabinet at home. But sometimes you don't want to bother with the faff of making cocktails, and just want to grab a tinnie from your fridge. Our job is to make sure that those canned drinks taste great. We created seltzers that are big on taste using natural ingredients, and yes, they're low on calories like other seltzers, but that's just an added bonus."

James Law, the distillery's director of brand and development, said: "We love dry drinks - a Martini with just a spritz of vermouth is one of our favourites, so when we heard about the hard seltzer craze in the US it piqued our interest. The seltzer scene is chock-a-block with drinks that are stripped of flavour and character. We wanted to stand by our principles and launch a range of drinks that are juicy, moreish and maybe just a little bit more sophisticated."

The East London Liquor Co. hard seltzers are available from as well as through Wholefoods UK and Brewhouse & Kitchen.

15 September 2020 - Bethany Whymark