Hard seltzers: Are we overlooking addiction?

What is hard seltzer?

Hard seltzer is a mix of carbonated water, alcohol and flavourings. It generally contains 4-6% alcohol and comes in 330ml cans. The ‘hard’ part refers to the alcohol, and the ‘seltzer’ part to the sparkling water.

Unlike alcoholic drinks brewed or distilled from a single ingredient, like whisky, wine or beer, hard seltzers are pre-mixed drinks, meaning they have more in common with alcopops or canned cocktails than other drinks. Hard seltzers differ from other pre-mixed drinks in that they are much lower in calories and have little to no added sugar. This is the basis of much of their popularity, and a lot of hard seltzer marketing relies on its being a lower-calorie option.

Hard seltzer gained swift popularity in the US in 2019 and started to become more widely consumed in the UK in 2020, peaking in 2023. Sales rose 39% in 2022 when other alcoholic drink sales were declining. However, sales have remained relatively stable between 2022 and 2024, and they have yet to show signs of matching its popularity in the US.

OC&C, a global strategy consulting firm based in the US, puts forward an interesting reason for Hard Seltzer’s failure to gain the same foothold in the UK and Europe. They state that one of the reasons for its popularity in the US is that consumers don’t trust tap water, meaning hard seltzer can capitalise on the popularity of bottled and sparkling water and sell itself as ‘another engineered, healthy packaged water with attractive enhancement.’ As the UK has recently been rocked by scandals in Devon and London over unsafe drinking water, it will be interesting to see if this affects hard seltzer sales in the UK.

Who drinks hard seltzer?

There are strict laws against marketing alcohol to younger people in the UK, which recognise the risks of drinking younger. Not only does starting to drink at a younger age have the potential to impact brain development negatively, but it also increases the risk of developing alcohol misuse disorder later in life. Despite hard seltzers not directly marketing to young people in their marketing materials, they are undoubtedly more appealing to a weight-conscious audience – and brands are choosing marketing channels that expose them to younger audiences. Hard seltzers have used influencer marketing on social media much more than other styles of drinks- this is where younger people tend to congregate online. Even the recyclable cans of hard seltzers have been highlighted as a selling point for a younger, more environmentally conscious audience.

Health claims

Hard seltzer appeals to younger, more health-conscious consumers. Surprisingly, it isn’t deliberately marketed to women, who people assume are more invested in health and weight loss. Hard seltzer sells itself as ‘gender-free’, and the market leader, White Claw, has about a 50/50 male/female consumer split. This reflects wider changes in concerns about body image – 30-40% of UK men are now dissatisfied with their weight, and 85% don’t think they’re muscular enough.

But is it correct to assume that hard seltzers are a healthier option?

The ‘health halo’ effect

The health halo is a term given to food or drink labelling that gives the perception that a product is healthy when it isn’t. This is common on processed food packaging – vague claims like ‘gluten-free’ can be used on products that wouldn’t typically contain gluten anyway, or ‘low sugar’ on foods that contain slightly less sugar than alternatives but are still very high in sugar.

Hard seltzer sells itself on the low-sugar and low-calorie health halo. Many hard seltzer brands contain nutritional information and calorie content on the packaging, which is unusual (almost no wines and very few beers or ciders do the same). This isn’t misleading in itself – hard seltzer is a combination of alcohol, sparkling water, artificial flavours, and sweeteners, so it tends to have fewer calories than most other alcoholic drinks. However, simply being lower in calories doesn’t mean it’s good for you.

Hard seltzer consumption has all of the health risks found in alcohol consumption and is no different to other alcoholic drinks in terms of addiction risk. There is even evidence to suggest that people tend to over consume food or drinks with a health halo, assuming that they are ‘good’ for them – or at least neutral or less damaging.

While there’s nothing to suggest hard seltzers are more harmful than other forms of alcohol, they can be very acidic – with one study highlighting the risk of erosion of tooth enamel if too much is consumed. This acidity can also be hard on the stomach, and it should be avoided if you have gastrointestinal issues.

The potential for addiction

Ready-to-drink alcoholic beverages like hard seltzer have been described as ‘easier to drink and difficult to avoid.’ Like alcopops, you don’t need to acquire a taste for hard seltzer as you do with wine or beer, which is another reason for its popularity among young people.

The potential for addiction to hard seltzers is no different to other alcoholic drinks. The alcohol content is identical to the majority of mainstream beers and ciders, and it should be consumed in moderation, just like any other alcoholic drink. An average can of hard seltzer contains 1.5 units of alcohol – but this will be higher in brands with higher ABVs. This means, like any other drink, exceeding the safe drinking guidelines of 14 units per week is extremely easy.

Consumers need to be aware of symptoms of alcohol abuse, such as:

• Feeling you should cut down on your drinking
• Others expressing concern or criticising you for your level of drinking
• Feeling guilty about drinking
• Feeling the need to drink to alleviate hangovers
• Regularly exceeding 14 units a week
• Blackouts
• Missing responsibilities and appointments due to drinking.

If you’re exhibiting any of the symptoms listed above, it’s time to reach out for alcohol advice or alcohol addiction help.

Talk to UKAT

Alcohol addiction can happen no matter what your drink of choice is – it’s misleading to think it can’t happen from ‘healthier’ drinks. If you’re concerned about your drinking, we can help.

We offer a safe, non-judgmental space for you to face your addiction head-on – you are not alone. Reach out today to start your journey to a healthier, happier future.