{"id":3737,"date":"2021-01-26T02:37:44","date_gmt":"2021-01-26T01:37:44","guid":{"rendered":"https:\/\/blackthornsdesign.com\/?p=3737"},"modified":"2025-07-08T21:25:54","modified_gmt":"2025-07-08T20:25:54","slug":"hard-seltzers-en-france-categorie-de-boissons-alcoolisees-ou-mode-de-vie","status":"publish","type":"post","link":"https:\/\/blackthornsdesign.com\/en\/blog\/happy-hour\/hard-seltzers-en-france-categorie-de-boissons-alcoolisees-ou-mode-de-vie\/","title":{"rendered":"Hard seltzers in France: category of alcoholic beverages or lifestyle?"},"content":{"rendered":"
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In early August 2020, we witnessed the launch of the Topo Chico brand in Latin America. As a result, Coca Cola has become one of the latest brands to benefit from the momentum of the lightly alcoholic soft drinks category<\/a>. This new product will be marketed in France in spring 2021, and marks the American giant's entry into the French alcoholic beverage sector. This news leads us to wonder about the hard seltzer category: is it simply a new beverage category, or a real movement in its own right.<\/p>\n<\/div><\/section>\n\n\n\n

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\"Beyond<\/a>
Beyond Hard Seltzer - 366 Cans Challenge<\/figcaption><\/figure>\n<\/div><\/section>\n\n\n\n
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The term \u00abseltzer\u00bb has become a catch-all for sparkling, tasty refreshment, notes Brandy Rand, Managing Director of IWSR in the US. \u00abBrands are waking up to the commercial potential of the term and using it strategically in marketing campaigns, branding and packaging, even for drinks not traditionally thought of as such,\u00bb she adds. In doing so, the drink is resonating with consumers who are looking for beverages that offer the characteristics of a seltzer - typically a fine bobbin<\/a> (for travel convenience), 100 calories or less, gluten-free, sugar-free and with unique tastes and flavours.<\/p>\n\n\n\n

Today, only a few brands share the French market: Snowmelt (now distributed by Carrefour) and Florida<\/a>, two Americans. However, French brands such as Natz, hard seltzer imagined by Valentin Bros and Florentin Cugnot<\/a> or Fefe The French Hard Seltzer<\/a>, marketed by the Syndicat Cocktail Club.<\/p>\n\n\n\n

Hard seltzer, alcoholic water<\/h2>\n\n\n\n

In 2019, we have seen a rapid rate of growth in hard seltzers<\/a>, a category that had long remained in the shadows. Shortly afterwards, the category boomed in the US during the summer, overtaking beer sales and stealing the show from spirits and wine. By 2021, hard seltzers and other seltzer-like products have far outpaced the growth of all other alcoholic beverage categories, with new entrants flooding the market. Far from a fad, the tasty refreshment of seltzers<\/a> (or alcoholic sparkling water, spritzers or sodas) began to spread around the world and become an indicator of the consumer lifestyles<\/a>.<\/p>\n\n\n\n

At the end of 2019, the value of the hard seltzer category in the USA represented 9 % of the combined vodka and whisky market value. By 2024, this share is likely to double to more than 20 %. IWSR forecasts that US consumption of hard selzter by volume will probably exceed US volumes of vodka and whisky combined by 2022. Even in the event of a pandemic, the category is proving popular with consumers. Consumers are reaping the benefits of this individual, refreshing and conveniently packaged beverage, meeting the essential health and wellness needs of today's consumer.<\/p>\n\n\n\n

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