Asahi UK launches Viper hard seltzer

Asahi UK has announced its entry into the competitive hard seltzer category with new brand Viper.

Made in Pilsen using a six-day brewing process, Viper launches in 330ml single can and bottle formats in two flavours, lime and cranberry, both 4% ABV. It is produced with spring water and without artificial sweeteners, colours or preservatives.

The launch of the new brand will be supported by a sampling campaign as well as activations at consumer events and festivals across the UK - where the hard seltzer market is now estimated to be worth £10.4 million, according to Nielsen data.

Sam Rhodes, marketing director at Asahi UK, said: "As a business we have a proven track record for building market-leading brands and we are dedicated to always offering beverages with premium quality credentials.

"Entering the vibrant hard seltzer category is a really exciting move for us, and we’re proud to introduce a hard seltzer that not only offers quality, demonstrated through the brewing process, but it also allows us to continue to offer products to our customers that are in line with consumer trends."

The Viper hard seltzers will join Asahi UK's existing portfolio of beers and ciders.

16 June 2021 - Bethany Whymark