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Mallett said: “Hard seltzers are an exciting addition to the GB market. Although it is still early days, the growth seen in the US suggests a positive future for the category in GB and should further boost the growth of the strongly performing RTD category.”
New beverage brand Drty has launched a 4% ABV ‘zero-carb’ hard seltzer in two flavours, as it looks to bring the drinks trend to the UK. After fermentation, the mix is blended with purified sparkling water and natural fruit flavours to create the end product. The London-based brand refers to the spike in popularity that the hard seltzer category has seen in the US over the past few years and aims to catalyse the trend in the UK. The term ‘hard seltzer’ has never sat easily with UK consumers. And what should’ve arguably been a pivotal moment for the category in 2020, as it rode the wave across the Atlantic, was eclipsed by a global pandemic. Raspberry Rosé offers a sweet and fruity beverage, meanwhile, White Citrus features hints of grapefruit and lime.Posted at 02/10/2015 11:45 by terrys trousersCalm down Marty W, i know you are who you say. seems to be one person here and other threads trying to stir up trouble, doodlebug4, eg, why is he here in the first place, he hasnt a position, he cetainly hasnt declared it, and hes not on the thread previously. i think hes watching your profile Marty and following your posts. Darty PLC (LON:DRTY) opened at 81.50 on Monday. Darty PLC has a 1-year low of GBX 62.00 and a 1-year high of GBX 83.75. The firm’s 50 day moving average price is GBX 73.66 and its 200-day moving average price is GBX 71.58. In the US, it’s a readily used term for alcohol but that does not hold in the UK,” explains Clements. “The word ‘seltzer’ was less of a problem – consumers in the UK are starting to get what that means, particularly driven by the huge popularity of seltzers at UK festivals, and brands such as White Claw going big on ad campaigns.” The proposed offer for Darty significantly undervalues the group. The structure of the proposed offer does not deliver fair value to all shareholders. It also precludes Darty shareholders from benefiting in line with Fnac shareholders any future cost or revenue synergies. We see a higher price, a full or partial cash alternative and even possibly a dual London listing as some of the remedies for us to alter our view that this deal is not in the interests of all shareholders Looking forward, Clements believes people are buying into seltzers and he says Drty was the number one or two selling product at several festivals this year, “outselling even lager at Mighty Hoopla Festival”.
The revamp would seek to capitalise on RTD category growth, while disassociating from the term “hard seltzer”, Drty said. And as part of the brand shake-up, he also says Drty’s White Citrus has been rebadged to Lime Crush, “which is much easier to understand”.Drty’s new branding, created in collaboration with brand agency Studio Juice, will role out through all sales channels in the coming weeks.
Darty management has delivered against all its stated objectives, is high quality and has support from a high quality shareholder base. The underlying valuation for the Group and now the proposed offer of 101p, do not reflect these strengths, its strong cash flow profile or the future profit potential for Darty. Two times Darty have given dates for delivery of an expensive air conditioner, but nothing was delivered. When we complain about it, they insist that a) they have sent an sms the day before, and b) that they have called us during the day, although we have proof that no calls or sms:s have been received. The French mobile number we have given them is correct and working. It's, in short, a disaster of service, a prime example of the decadence of administrative and customer service in France. Imagine France in 1900, and compare with what we see now, at Darty and elsewhere. It's deplorable. It also includes commentary and predictions from industry and category experts, including Waitrose buyer John Vine, consumer insights director alcohol at Kantar Worldpanel Tom Mallett, and CGA Strategy’s Tom Mulcauley. The report was compiled and authored by Matthew Langley, who is a food and drink insights, strategy and brand expert with more than 19 years’ experience. He previously authored the first four editions of the Weston’s category report, the annual analysis on the cider category.He says the most common question during sampling was “what’s the alcohol in this?” And further research found the word ‘hard’ was the problem. Since the first hard seltzer brands started launching in the UK in 2019, there has been a rush of entrants, from some of the largest multinationals – AB Inbev, Coca Cola, White Claw, and Kopparberg – to small independents and start-ups, such as DRTY, Good One, Served.
Hard seltzer is an alcoholic beverage containing sparkling water, alcohol and natural fruit flavours. In addition to supporting category growth, the emergence of hard seltzers should help to further alter perceptions of RTD in the same way that premix products (such as canned gin and tonic) have done so successfully over the past few years.
Disclaimer
London-based hard seltzer brand Drty released The Drty Hard Seltzer Handbook, which looks at the origin of the category, other brands in the market, consumer demographics, case studies, market size and future predictions.
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