10 of the biggest Hard Seltzer brands

5. Smirnoff Seltzer

Brand owner: Diageo

US market share: (Estimated) 4% as of January 25, according to Jeffries analysis

Launched: 2016

Launched in the same year as market leaders White Claw and Truly, Diageo’s hard seltzer takes the name of its top vodka brand, and is held under the same umbrella as Smirnoff Ice. While it has a similar flavour profile to the latter, its marketing is more orientated toward its lower calorie credentials. It’s described as a “premium malt beverage with flavourings”, packs just 90 calories per 12oz serving and comes in at 4.5% ABV.

Despite being early to the category it has tended to lag behind its biggest rivals. This year, the brand partnered with hit US dating show The Bachelor to become its official hard seltzer with the aim of pushing its new Smirnoff Seltzer Rosé variants, which come in raspberry, strawberry, white peach and pink apple flavours. The campaign carried the tagline, “Will You Accept This Rosé?” in reference to the show’s tradition of the bachelor giving a rose to his favoured love interests.

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