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16 December 2020
Asahi introduces Viper: the new hard seltzer in bottle and cans
Royal Grolsch launches Viper on the Dutch market from March 2021
In March 2021, Koninklijke Grolsch - part of Asahi - will launch a hard seltzer under the Viper brand. The introduction of this light alcoholic drink is a response to the current trend and is also a first: it is the first hard seltzer in the Netherlands to be available in bottles as well as cans. The drink bears the name 'Viper' and has the ambition to conquer the Dutch market.
Viper - a new brand from Asahi - has the ambition to become market leader in hard seltzers. The international proposition Viper has been developed for this purpose. Viper Hard Seltzer will be launched in several countries in Europe. The drink will be brewed in a natural, traditional way in the famous Pilsen brewery in the Czech Republic.
Low in alcohol and fresh in taste
Viper Hard Seltzer is a clear, slightly alcoholic beverage made from natural ingredients. It consists of sparkling water, alcohol and a fruit flavor and is mainly aimed at those who like to enjoy an alcoholic drink but are also cautious about consuming artificial ingredients, sugar or high calories. Viper is a brewed hard seltzer, available in the flavours lime and cranberry and contains no preservatives and artificial colourings or sweeteners.
'Hard seltzer has been hugely popular in America for some time and has now made the switch to Europe,' says Yara Pelzer, Brand Manager Viper Netherlands. 'We would like to connect with this trend. Viper tastes refreshingly like sparkling water with a hint of lime or cranberry flavour, but has a surprising 'bite' due to the presence of 4% alcohol. Especially for a generation that consciously wants to enjoy', says Pelzer.
Tin and bottle with contemporary design
In addition to cans, Viper also chooses to offer the product in bottles. 'This is a conscious choice', says Yara Pelzer. 'This drink lends itself perfectly to the hospitality and retail sectors, where the Dutch consumer relatively often consumes from a glass bottle instead of a can. A strong position for Viper, because there are no other large suppliers with a hard seltzer in bottle'. Viper Hard Seltzer is presented with the pay-off 'sparkling water with a bite'. The bite refers to the snake ('Viper') - which is also shown in the brand logo - and to the twist that the alcohol gives to the sparkling water.
Introduction and availability
Consumers will be able to taste and discover Viper for the first time in Dutch restaurants and supermarkets from March 2021 and will be promoted through a major campaign. Information on the exact date and availability will follow in due course.
