Lion has announced that Byron Bay Brewery will launch its first foray into the seltzer category nationally, on tap in bars and clubs.
The Byron Bay Brewery brand made the move into seltzer for the first time earlier this year, with a limited launch of two seltzer flavours with customers in northern NSW and southeastern QLD. Following the success of this trial, the Byron Bay Brewery Peach & Mango seltzer has moved to national distribution on tap in the on-premise.
The new seltzer is vodka based and naturally flavoured, with four per cent ABV, low sugar and low calories. Ed Jamison, Byron Bay Brewery Brand Director at Lion Australia, said the release was a natural fit for the portfolio, given the strong demand for these types of beverages right now.
“We’re looking forward to releasing our new seltzer, and sharing a taste of Byron Bay with drinkers nationally. Our brand has a strong base of Gen Z and Millennial customers, and the new range appeals to drinkers who are after low sugar, easy-drinking and flavourful pre-mixed drinks whilst they’re at the pub with mates,” Jamison said.
“We know the seltzer category represents an opportunity for major growth for Byron Bay Brewery, and we’re particularly proud to support our Australian industry by releasing a seltzer range that’s available in a range of fruit flavours.”
This growth opportunity is certainly a big one, with seltzer often described as the fastest growing segment in the alcohol industry. Lion said the data definitely backs this up, noting the category is now valued at $35 million, accounting for 16 per cent of the total RTD market and projected to grow to 40 per cent by 2023 (according to CGA On-Premise Data MAT Aug21 & CGA Path to Purchase 2021).
Byron Bay Brewery Peach & Mango seltzer is available on tap with a RRP of $11 per schooner and $25 per jug. Both the Peach & Mango and Watermelon & Mint seltzers from the brand are also currently available in packs of four 330ml cans in northern NSW and southeastern QLD across the independent retail channel, with more flavours to come on a wider scale in coming months.