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Posted 20 hours ago

DRTY Hard Seltzer Mango Passion, 4% Alcoholic Sparkling Water, (12 x 330ml), Zero Carbs, 89 Cals per can.…

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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”.

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.After fermentation, the mix is blended with purified sparkling water and natural fruit flavours to create the end product. Commenting on the launch, co-founder of Drty Matija Pisk, said: “We wanted to give UK consumers an alternative to high-sugar ciders and calorie-dense beers. Ultimately drinking alcohol is not a healthy activity, so the concept for the brand was born out of this contradiction – a drink that is clean but is still pretty Drty”. Since the first hard seltzer brands started launching in the UK in 2019, there has been a rush of entrants, from some of the largest multinationals – AB Inbev, Coca Cola, White Claw, and Kopparberg – to small independents and start-ups, such as DRTY, Good One, Served. 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. It also includes commentary and predictions from industry and category experts, including Waitrose buyer John Vine, consumer insights director alcohol at Kantar Worldpanel Tom Mallett, and CGA Strategy’s Tom Mulcauley.

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. Drty’s new branding, created in collaboration with brand agency Studio Juice, will role out through all sales channels in the coming weeks. 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. Mallett said: “Hard seltzers are an exciting addition to the GB market. Although it is still early days, the growth seen in the US suggests a positive future for the category in GB and should further boost the growth of the strongly performing RTD category.”

Darty PLC (LON:DRTY) opened at 81.50 on Monday. Darty PLC has a 1-year low of GBX 62.00 and a 1-year high of GBX 83.75. The firm’s 50 day moving average price is GBX 73.66 and its 200-day moving average price is GBX 71.58. In the on-trade, the report noted that venues should consider giving at least two spaces in fridges to hard seltzers. The report said hard seltzer consumers are more likely to visit on-trade venues, have more disposable income and are willing to spend more on high-quality products. Raspberry Rosé offers a sweet and fruity beverage, meanwhile, White Citrus features hints of grapefruit and lime. In the US, it’s a readily used term for alcohol but that does not hold in the UK,” explains Clements. “The word ‘seltzer’ was less of a problem – consumers in the UK are starting to get what that means, particularly driven by the huge popularity of seltzers at UK festivals, and brands such as White Claw going big on ad campaigns.”

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.Not only that, Clements believes the use of the word ‘vodka’ better enables them to play in the RTD space, opening up possibilities to work with other spirits categories on seltzer products. The proposed offer for Darty significantly undervalues the group. The structure of the proposed offer does not deliver fair value to all shareholders. It also precludes Darty shareholders from benefiting in line with Fnac shareholders any future cost or revenue synergies. We see a higher price, a full or partial cash alternative and even possibly a dual London listing as some of the remedies for us to alter our view that this deal is not in the interests of all shareholders

A 25% premium for a controlling stake in one of Europe’s largest electronic and white goods retailers is too low. Macro-indicators are improving and the proposed offer appears opportunistic in our view. Q1 trading for Darty was ahead of expectations; several catalysts exist.In addition to supporting category growth, the emergence of hard seltzers should help to further alter perceptions of RTD in the same way that premix products (such as canned gin and tonic) have done so successfully over the past few years. 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. The revamp would seek to capitalise on RTD category growth, while disassociating from the term “hard seltzer”, Drty said. New beverage brand Drty has launched a 4% ABV ‘zero-carb’ hard seltzer in two flavours, as it looks to bring the drinks trend to the UK.

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