Island Bay scores listing for its hard seltzers in WH Smith Travel stores

UK-based hard seltzer brand Island Bay has added WH Smith Travel stores to its list of off-trade stockists.

It is the first hard seltzer, available in 250ml can format, to be available in the stationer's travel retail arm, which has stores at key commuter locations including Euston Station, Waterloo Station, Kings Cross Station, Liverpool Lime Street, Manchester Piccadilly, Stansted Airport and Cambridge and Cobham motorway service areas.

Launched earlier in 2020, Island Bay is one of a number of hard seltzer brands to have taken advantage of this growing drinks category in the UK, which was imported from the US and plays into a greater demand for 'healthier' drinking alternatives.

Mudassar Aziz, managing director of Island Bay Drinks, said: "This is a great win for us and we're very excited to work with WH Smith Travel. The team have worked tirelessly to get our products in front of consumers to make it easier for them to purchase and enjoy our drinks.

"We are delighted to add this to our existing c-stores, bars and restaurants distribution across the UK, as well as complementing our ever-growing European distribution network."

6 December 2020 - Bethany Whymark