After fermentation, the mix is blended with purified sparkling water and natural fruit flavours to create the end product.

Studio Juice – the brand agency used by Camden Town Brewery, Moju, Karma Drinks and Momo Kombucha – were responsible for the refresh. According to Google Trends data, the top five trending countries for the category are the US, Norway, Ireland, Canada and the UK. Drty’s new branding, created in collaboration with brand agency Studio Juice, will role out through all sales channels in the coming weeks. The term ‘hard seltzer’ has never sat easily with UK consumers. And what should’ve arguably been a pivotal moment for the category in 2020, as it rode the wave across the Atlantic, was eclipsed by a global pandemic. He says the most common question during sampling was “what’s the alcohol in this?” And further research found the word ‘hard’ was the problem.

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Looking forward, Clements believes people are buying into seltzers and he says Drty was the number one or two selling product at several festivals this year, “outselling even lager at Mighty Hoopla Festival”. Tom Mallett, consumer insights director, alcohol at Kantar, said: “Although it is still early days, the growth seen in the US suggests a positive future for the category in GB [Great Britain] and should further boost the growth of the strongly performing RTD category.

The report was compiled and authored by Matthew Langley, who is a food and drink insights, strategy and brand expert with more than 19 years’ experience. He previously authored the first four editions of the Weston’s category report, the annual analysis on the cider category. I think the category was probably overhyped in 2019/2020 but there is definitely still a place for it on retailers’ shelves,” he says. “We think that seltzer will form a sub-segment of RTD rather than a category of it’s own, and maybe be slightly smaller in size than many of the predictions suggested.”And as part of the brand shake-up, he also says Drty’s White Citrus has been rebadged to Lime Crush, “which is much easier to understand”. Raspberry Rosé offers a sweet and fruity beverage, meanwhile, White Citrus features hints of grapefruit and lime. Kantar data cited by the report also found that more than 1.5m litres of hard seltzer were sold in the UK in the 12 months to 20 November 2020. Since January 2020, the category’s volume grew by 1,087% to 1.57m litres. The report said that the IWSR predicts a UK compound annual growth rate of 71% from 2019 to 2024.

Two times Darty have given dates for delivery of an expensive air conditioner, but nothing was delivered. When we complain about it, they insist that a) they have sent an sms the day before, and b) that they have called us during the day, although we have proof that no calls or sms:s have been received. The French mobile number we have given them is correct and working. It's, in short, a disaster of service, a prime example of the decadence of administrative and customer service in France. Imagine France in 1900, and compare with what we see now, at Darty and elsewhere. It's deplorable.London-based hard seltzer brand Drty released The Drty Hard Seltzer Handbook, which looks at the origin of the category, other brands in the market, consumer demographics, case studies, market size and future predictions. The London-based brand refers to the spike in popularity that the hard seltzer category has seen in the US over the past few years and aims to catalyse the trend in the UK.