Zagreb Brewery to Launch Very First Hard Seltzer in Croatia

Lauren Simmonds

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As Poslovni Dnevnik writes, the Molson Coors Beverage Company will soon become the first company to launch the aforementioned alcoholic beverage – hard seltzer, throughout the Central and Eastern European market, thus consolidating its leading position in the market. Here in Croatia, hard seltzer will enrich the product portfolio of the Zagreb Brewery (Zagrebacka pivovara).

The move involves expanding one of the world’s largest breweries to the category of other alcoholic beverages across Central and Eastern Europe. Hard seltzer is an alcoholic beverage that has quickly become a much-loved and much-purchased drink over in the United States and indeed around the world.

Hard seltzers consist of carbonated water with some form of flavour and alcohol content, whose share is between 4 and 6 percent, they’re most often gluten-free and vegan which will benefit many, and due to their refreshing taste and the aforementioned characteristics, they have quickly grown in global popularity, becoming a favourite of many.

“Our company’s ambition is – as we pointed out last year, to offer the market more than beer, explore new areas and segments, offer some alternatives to our consumers around the world. Our research and the results of large markets such as that of the United States show us the great potential of hard seltzers. That’s why we’ve decided to soon offer adult consumers from Central and Eastern Europe an alcoholic beverage that is rapidly conquering the world,” said Sergey Yeskov, MCBC General Manager for Central and Eastern Europe.

Over on the United States market, hard seltzers have continued to show continuous three-digit growth, while the first brands have just started to appear here in Europe. The countries of Central and Eastern Europe are increasingly embracing global consumer trends, which is why the new category of refreshing, different alcoholic beverages will more than likely appeal to consumers in this part of the world, after a strong expansion in many other areas.

“The trends point in favour of launching this type of alcoholic beverage. Croats are increasingly aware of global trends, they’re looking for different opportunities to responsibly enjoy the consumption of alcoholic beverages in society – both online and offline. That’s why we believe that hard seltzers will become more and more popular in the future in our country, just like they have in other markets around the world,” added Miroslav Holjevac, President of the Management Board of Croatia’s Zagreb Brewery.

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