Distell lightens up with seltzers

STELLENBOSCH-based liquor group Distell has joined the international craze in hard seltzers. The group – best known for its brands like Amarula, Hunter’s, Savanna, 4th Street, Klipdrift, Nederburg, Richelieu, Viceroy and J.C. Le Roux – has launched Vawter Hard Seltzer to capitalise on its strong position in South Africa’s Ready-to-Drink RTD) market. Vawter Hard Seltzer is a range of spirit coolers – sparkling water with a dash of vodka and infused natural fruit flavours. The brand – which is only 3,5% alcohol – is pitched at the fast growing light alcoholic beverage market – where beer brands like Castle Light and Windhoek Light sell strongly. In recent years Hard Seltzers have become enormously popular in North America, and the category is currently the fastest growing ready-to-drink segment internationally as an easy-drinking alternative to ‘lite’ beers.

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