Lion’s Byron Bay Brewery has launched a new premium alcohol seltzer: Peach & Mango premium alcoholic seltzer, now available on tap nationally in bars and clubs following a successful limited launch in northern NSW and south-eastern Queensland.
The new Australian-made seltzer (4.0 per cent ABV) is vodka-based with low sugar and low calories per 330ml serve, made with sparkling water and natural flavours.
Ed Jamison, Byron Bay Brewery Brand, Director of Lion Australia, said the release of the premium seltzer range was a natural fit for the portfolio, and recognises the growing demand for mindful choices in beverage options for Australian drinkers,
“We’re looking forward to releasing our new seltzer, and sharing a taste of Byron Bay with drinkers nationally. Our brand has a strong base of Gen Z and Millennial customers, and the new range appeals to drinkers who are after low sugar, easy-drinking and flavourful pre-mixed drinks whilst they’re at the pub with mates,” he said.
The seltzer category is the fastest growing segment within the alcohol industry. Valued at $35 million, the category now accounts for 16 percent of the total RTD market and is projected to grow to 40 percent by 2023*. For Endeavour and Coles Liquor, it was one of the leading growth categories this past financial year.
“We know the seltzer category represents an opportunity for major growth for Byron Bay Brewery, and we’re particularly proud to support our Australian industry by releasing a seltzer range that’s available in a range of fruit flavours,” Mr Jamison said.
Byron Bay Brewery Peach & Mango seltzer (4.0% ABV) is now available on tap nationally at RRP $11 for a schooner and $25 for a jug. Peach & Mango and Watermelon & Mint are available in packs of 4x 330 ml cans in Northern NSW and South-Eastern QLD across the independents channel, with additional flavours to be released more broadly in the coming months.
A new report from Roy Morgan released this month attributed the growth in RTD consumption from 13.5 per cent to 16.7 per cent to the popularity of seltzers, which has become the fastest growing segment within the alcohol industry.
*CGA On Premise Data MAT Aug21 & CGA Path to Purchase 2021
