In the United States, Australia and Canada, hard seltzers have become a
mainstream staple, dominating festivals, bars, and supermarket shelves. They now
account for close to 60% of the US RTD (ready-to-drink) category. In the UK,
however, they represent just 4%. On the surface it looks like the UK has rejected
hard seltzers. However, we believe the category simply hasn’t yet reached its
potential and Gullies is here to help it do so!

A Poor Start

When hard seltzers first arrived in the UK, education was a major barrier. The
name itself is American: “hard” in the context of a drink means alcoholic, “seltzer”
meaning sparkling water - and without much explanation, shoppers weren’t clear on
what they were buying. We still encounter people, often further away from London,
that ask us the question ‘what is a hard seltzer?’

At the same time, supermarkets rushed to stock their shelves, expecting the
same explosive success that had been seen in the US. Alongside independent
start-ups, large conglomerates pumped significant investment into launching
their own hard seltzers, eager to ride what looked like the next big trend. The result
was a sudden flood of products and brands competing for attention, but these market
entries lacked any level of differentiation or uniqueness.

With consumer awareness still low, sales didn’t keep pace. Cans sat unsold,
ranges were cut, and smaller players were left with surplus stock, with some
even pivoting into other RTD formats like cocktails. The buzz around the new trend
quickly faded, and the sector contracted just as fast as it had grown.

White Claw Takes Centre Stage

The one brand with the resources to ride out this turbulence was White Claw,
supported by its runaway success in North America. While other names disappeared
from shelves, White Claw maintained its presence and today holds close to 90% of
the UK market share.

But this dominance created its own challenge. Because White Claw became almost
synonymous with the category, many UK consumers came to associate “hard
seltzer” entirely with that one product. And for many, that experience was
underwhelming.

White Claw largely replicated its US strategy here: the same approach, the same
look, and crucially, the same flavour lineup. While drinks such as Black Cherry have
proven hugely popular in the US, they feel artificial and less suited to UK palates.
By dominating the market with this style, White Claw effectively set the tone for the entire category. The perception that hard seltzers “taste artificial” and “lack flavour” has been one of the biggest barriers to growth in the UK.

Why Hard Seltzers Still Matter

That perception, however, doesn’t reflect what hard seltzers can and should be. At
their best, they offer a clear proposition:

• A clean, refreshing drink that avoids the heaviness of beer, the drowsiness of
  wine, or the sugar of many cocktails
• The same alcohol content as a typical beer in a more sessionable profile
• Lighter on calories than the wider RTD category

This balance is exactly what a new generation of drinkers is looking for. They’re more health-conscious, calorie-aware, and selective about what they drink. In many ways, hard seltzers are perfectly positioned for the direction the UK market is moving, they just need to be executed in a way that resonates locally.

Gullies: Changing the Perception

That’s why we created Gullies. We believe hard seltzers can succeed in the UK, but
only if they are better tailored to the market. That means natural-tasting flavours,
balanced sweetness, and a refreshing finish that feels right for British drinkers.
And the results speak for themselves. When Gullies replaced White Claw at The
Faltering Fullback in Finsbury Park, not only did we outsell them, but sales grew
month-on-month. It proved what we always believed: when people genuinely enjoy
the taste, they come back for more. Taste and quality are what ultimately drive rate
of sale.

What’s more – with the launch of our new production run, we have refined our
flavours further and are now a market leading low on calories, with 80 kcal, per
330ml serving across our range.

A Bigger Picture

Of course, this is a high-level overview of the UK hard seltzer market. There are
other dynamics at play. British pub culture still leans heavily towards pints in
glasses, which can make cans a harder sell in certain settings.

Weather is another factor - hard seltzers thrive in sunshine-led occasions, and the
UK doesn’t share the consistently warm climate of Australia or parts of the US. Both
have shaped the way the category has developed here, as our many other reasons.

Looking Ahead

For us, the challenge is clear: to show that hard seltzers can thrive in the UK. Early
attempts may have fallen short, but the demand for lighter, lower-calorie drinks is

stronger than ever. Our goal is simple - get people to try Gullies. Once they do, we’re
confident they’ll see hard seltzers as a natural choice for many occasions.
This category deserves a fresh start, and we believe it can become what it was
always meant to be: a refreshing, better-for-you option that fits modern drinking
habits. At Gullies, our mission is to lead that shift - and we’d love you to be part of it.

Subscribe to our newsletter and follow us on social media to watch it unfold.

Let’s start with an important reminder: alcohol - or ethanol, to use its chemical name
- is a toxin. That’s why no alcoholic drink can truly be labelled as ‘healthy.’ All alcohol
contains the same active ingredient, and the risks apply no matter the format.
Are Hard Seltzers ‘Healthier’?

So, let’s look specifically at hard seltzer and why people have questioned if they are
indeed a ‘healthier’ alcohol choice. The main reasons are likely to be:

• They tend to be low-calorie (and marketed as such) compared to other types
  of alcohol
• They contain little to no sugar
• They are a relatively simple drink from an ingredients perspective and
  therefore may be perceived as easier to digest
• Many choose to have full disclosure nutritional labels (not a legal requirement
  for alcohol in the UK) which provide transparency of what is in the drink

So, are they?

Short answer: yes, but only in relative terms.

Hard seltzers aren’t ‘healthy’ (they still contain alcohol), but compared to most other
drinks, they’re significantly lighter in calories and sugar.

Here’s why:

Cocktails

Delicious, but often the worst offenders nutritionally. Many cocktails contain 20 – 50g
of sugar in a single serve - that’s the equivalent of 4 – 10 teaspoons - adding
hundreds of extra calories on top of the alcohol itself. Creamy or syrup-based drinks
like piña coladas or espresso martinis can exceed 500 calories in one glass.

Cider

Refreshing, but deceptively heavy. A typical 330ml bottle contains 15 - 25g of sugar,
roughly the same as a can of cola, and 180 - 220 calories. The sweetness that
makes cider so drinkable is exactly what makes it one of the highest-calorie alcohol
choices.

Wine

Often seen as the ‘lighter’ choice, but the sugar content varies significantly by style.
Dry wines tend to have 1 - 3g per glass, while sweet or rosé wines can contain up to

10g, with calories adding up accordingly. It’s lighter than a cocktail or cider, but not
necessarily low in sugar, when you consider that the grams of sugar mentioned are
in your typical medium glass of wine, which is only 150ml.

Beer

Lower in sugar, yes - but high in calories. A standard 330ml beer usually contains
170 - 200 calories, primarily from the carbohydrates in malt. Also, most beers aren’t
friendly to those with gluten intolerances.

Hard Seltzer

By contrast, hard seltzers are intentionally light - usually 80 - 110 calories per 330ml
and 0 - 5g of sugar. That’s around 45 - 50% fewer calories than beer, and a fraction
of the sugar found in cocktails or cider. The result is a cleaner, crisper drink that fits
better with today’s more health-conscious drinking habits.

We thought it would be useful to show a comparison table of the ABV%, calories,
and sugar across common alcoholic drinks (per 330ml serving unless otherwise
stated):

This confirms that hard seltzers are a genuinely lighter option compared to most
alcoholic drinks.

But if you’re looking for the lightest of them all, Gullies goes even further. Each can is
crafted to be clean, balanced, and refreshingly simple - with nothing unnecessary
added. Gullies contain:

• 80 calories per 330ml — a market-leading low
• Zero sugar
• Zero artificial flavourings, sweeteners, or preservatives
• Zero gluten

And with our full-disclosure nutritional panel, every ingredient is listed clearly - so you
always know exactly what you’re drinking.

Curious to see the difference for yourself?

Try our Gullies Variety Pack and find your favourite flavour.

On Saturday 6th September 2025, we hosted something truly special - our very first independent Gullies Day Party, and what a way to kick things off! 

Taking over the Battersea Barge, the energy was electric from the moment doors opened. The sun was out, cans were chilled, and the deck was alive with people eager to celebrate with us.

This wasn’t just any party - it was the first time Battersea Barge has ever allowed DJs to play out on the deck. With the River Thames as our backdrop, it set the perfect stage for an unforgettable day. 

Our resident DJ Papa Abeiku kept the vibe flowing from start to finish, effortlessly soundtracking the transition from a sun-soaked afternoon into a dance-fuelled evening. The atmosphere reflected the excitement around the brand, and it was incredible to see so many people enjoying Gullies together in such a unique setting.

The tunes and atmosphere even ensured additional ticket purchases as passes by on the Thames Path were keen to get involved. We’re already looking ahead to the next one, but for now, we’ll let the pictures do the talking! Selection of pictures…. Here’s to many more.