NEW: Gorbatschow Hard Seltzer
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Hard Seltzer, the trendy drink from the USA, is also finding more and more followers in Germany. Gorbatschow is now one of the first major brands in Germany to occupy the up-and-coming Hard Seltzer product category: from August 2021, Gorbatschow Hard Seltzer with 5% vol. will be available in the flavors Green Lime, Wild Berry and Fizzy Grapefruit in 0.33-liter cans at an RRP of 1.99 euros in food retailers nationwide.
Hard Seltzer, which is carbonated water with a hint of fruit flavor and a perfectly balanced alcohol content, is right on trend: from August 2020 to February 2021 alone, sales in German retail grew by 177 percent. "The success is no accident," explains Jan Rock, Global Head of Corporate Communications at Henkell Freixenet. "Consumers are increasingly looking for natural, sugar-free drinking pleasure with reduced alcohol content. And that's exactly what this new category - and now Gorbachev Hard Seltzer - offers them."
Three refreshing varieties for tangy enjoyment
Gorbatschow Hard Seltzer goes on sale in 0.33-liter cans at an RRP of 1.99 euros in three flavors: Green Lime, Wild Berry, and Fizzy Grapefruit. The varieties get their fresh, sparkling character from carbonated water and a hint of natural fruit flavors. Gorbachev Hard Seltzer contains 5% vol. alcohol, is vegan and gluten-free as well as sugar-free, and has a calorie content of 32 kcal per 100 milliliters. In this way, Gorbatschow Hard Seltzer aims above all to appeal to the existing trend-conscious target group, which is looking for a refreshing, natural drinking experience with little alcohol.- and is also relying here above all on impulse purchases: "The product is very well received by the target group," says Rock. In surveys, it showed a high spontaneous willingness to buy of over 70 percent."
Proven Gorbachev design with fresh design elements
Gorbatschow Hard Seltzer in the practical can container is perfect for immediate enjoyment, indoors and out. In a cozy, relaxed atmosphere, it can also be enjoyed perfectly infused over ice with a fruit in a glass. The design of the can picks up on the familiar blue Gorbachev brand code including the world of ice cream, while additional bright and colorful design elements give the container a light and refreshing look, matching the contents. The recommended placement of Gorbatschow Hard Seltzer is in the chiller cabinet with the ready-to-drink products and on the shelf with the cans of mixed spirit drinks. Additional sales impetus is provided by attention-grabbing secondary placements.
