Somersby first mover in Singapore’s hard seltzer market with the Somersby Hard Seltzer range

Danish cider brand Somersby has debuted the Somersby Hard Seltzer range, the first attempt by a major player to crack open a hard seltzer market in Singapore.

While hard seltzer has recently seen meteoric success in the United States, that alcohol category makes nary a whimper in Singapore. But Danish alcohol brand Somersby looks to change that with the official introduction of its hard seltzer range here in Singapore. With the launch of the Somersby Hard Seltzer range here earlier this month, the Carlsberg-owned brand will be the first major player and an early pioneer in Singapore’s hard seltzer category.

Hard seltzer – which is essentially flavoured carbonated water spiked with alcohol – is usually made by fermenting cane sugar or fruit. Sometimes neutral spirit is added instead. Because of the way it’s made, hard seltzer is generally gluten-free. It also contains less calories per millilitre than most other alcoholic beverages – lesser than even de-alcoholised beer – making it a growing choice amongst the health-conscious. Indeed the global uptake of hard seltzer coincides with the growth of a market segment that’s more attuned towards health and fitness, and can be attributed to wellness enthusiasts seeking alcoholic alternatives that offer a similar indulgence but without the guilt.

“We observe the increasing consumer demand for lower-calorie, lower-sugar content in consumption choices, which is why our research and development (R&D) team has come up with this innovation. Carefully crafted, Somersby Hard Seltzer combines great taste with just 99 calories and a low sugar content,” said Mr Olivier Dubost, General Manager, Carlsberg Singapore Pte Ltd.

Somersby’s range of hard seltzers currently consists of two expressions – the Somersby Hard Seltzer Lime and Somersby Hard Seltzer Mango & Passionfruit. They come in at 4.5% ABV, and each 330ml can contains not more than 99 calories and only two grams of carbohydrates.

Somersby’s Hard Seltzer range is currently retailing at $11.90 (3 x 330ml pack) at all major supermarkets, hypermarkets, convenience stores, petrol marts and online at preferred e-commerce platforms.

[Photo credit: Joel Lim Photography]