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.

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