Asahi has announced its entry into the hard seltzer category with the launch of Viper Hard Seltzer.

Viper will be available this month in both 330ml bottle and can formats, in Lime and Cranberry flavours.

Molson Coors announces £5m investment behind Three Fold Hard Seltzer

It has a 4% ABV, has no artificial sweeteners, colours, or preservatives and a can contains 96 calories. With the launch, Asahi becomes the third major alcohol supplier to launch a hard seltzer in the UK this year, following Budweiser’s Bud Light Seltzer and Molson Coors’ Three Fold Hard Seltzer.

According to Asahi, hard seltzers are currently worth £10.4m in the UK, with this forecast to growth by 34% by 2024. Additionally, 13.7m UK consumers are open to trying hard seltzers.

Budweiser to launch Bud Light Seltzer with England Football sponsorship

Sam Rhodes, marketing director at Asahi UK, said: “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.”

Asahi will support Viper’s launch with an experimental sampling campaign as well as with presence at consumer events and festivals.

Read more product news