Barefoot’s hard seltzers hit the UK

Hoping to ride the spiked seltzer wave overseas, California wine giant Barefoot has launched its range of white wine-based hard seltzers in the UK.

Going on sale at supermarkets across the UK this month, the gluten free range includes two variants made with sparkling water, white wine and natural fruit flavours: pineapple and passion fruit, and strawberry and guava.

Each 250ml can contains 70 calories, two grams of sugar, and 4% ABV. Single cans will have a UK RRP of £1.80.

The range’s alcohol and sugar levels are on par with some of its biggest competitors in the hard seltzer sector, including market leader White Claw.

“Barefoot wine seltzers are a fantastic addition to the Barefoot family. The natural flavour combinations coupled with the bright and fun packaging make them the perfect drink for sunny summer days.

“The can format is an easy, convenient and sustainable option whatever the occasion, whether it’s a barbecue, or a House Party chat with friends, ” said Olga Senkina, EMEA marketing director at E & J Gallo.

The launch will be supported by YouTube advertising and social media campaigns involving influencers.

In the US, two additional flavours are available, peach and nectarine; cherry and cranberry.

Barefoot already sells a range of canned wine-based spritzers, including a Pinot Grigio spritzer, pink Moscato spritzer, sangria spritzer and a summer red spritzer.

According to Nielsen, the Barefoot brand has grown by 19.2% in value over the past 12 months, increasing its revenue by £21m. Currently worth $550 million, the hard seltzer category is booming in the US and is predicted to be worth $2.5 billion by 2021.