New hard seltzer brands Arrowtown Drinks and Lilo hit UK market

Two new hard seltzer brands have hit the British market for the start of 2021. 

Arrowtown Drinks, launched by brothers Rob and James Smith in December, aims to bring social purpose as well as great flavour to the hard seltzer category. 

The brand launched with two low-sugar flavours, Red Berries and Lime & Elderflower, which are both 5% ABV, vegan, gluren-free, low in sugar and made with all-natural ingredients.

Both flavours are partnered with conservation charities: Tusk (African wildlife) and Sea Shepherd (marine wildlife). Arrowtown Drinks will be supporting the charities through profit donations, fundraising efforts, and bold packaging designs to raise awareness.

Rob and James, 24 and 22 respectively, said: "Consumers are increasingly focused on the story behind brands. 91 per cent of consumers are likely to switch to a brand that supports a good cause, given similar price and quality. Now, conscious consumers seeking something sustainable have an option within the ready-to-drink category."

Meanwhile, Scottish hard seltzer brand Lilo has also hit the market with two flavours: White Grape & Elderflower and Cranberry & Rosehip.

Its drinks, made with all-natural ingredients and Scottish sparkling water, come in at 3.5% ABV and have fewer than 50 calories per can. The eye-catching packaging, designed by artist Maria Rivans, depicts fantastical cityscapes and wild animals.

Ivana Markotic, marketing director at The Alcoholic Water Company, said: "As the UK continues to embrace the hard seltzer movement that is taking over the world, we are excited to bring a premium and flavour-focused addition to the category. We're bringing an artful approch to Lilo - inspired by creativity and using the perfect blend of bespoke botanicals and pure Scottish water as the base."

Lilo hard seltzers are available across the UK from specialist retailers and lilodrinks.com.

12 January 2021 - Bethany Whymark