ELLC moves into hard seltzers

East London Liquor Company (ELLC) is tapping into the fast-growing hard seltzer trend with the launch of two expressions.

The new range of ELLC hard seltzers comprises two flavours: pomegranate and vodka, and lime and vodka.

Alex Wolpert, founder of ELLC, said: “Our focus has always been on making sure that drinkers have a wide range of delicious booze to enjoy, whether that’s in their favourite cocktail bar, or their spirits cabinet at home.

“But sometimes you don’t want to bother with the faff of making cocktails and just want to grab a tinny from your fridge.

“Our job is to make sure that those canned drinks taste great. Don’t like it? Don’t drink it. We created seltzers that are big on taste using natural ingredients, and yes, they’re low on calories like other seltzers, but that’s just an added bonus.”

The East London Pomegranate and Vodka Seltzer has an ABV of 4% and is described as tasting like ‘big, juicy and crisp pomegranate, carefully balanced with vodka’. It will retail for RRP £24 (US$31) per 12-can case.

The East London Lime and Vodka Seltzer is also canned at 4% ABV. It is said to be ‘heavy on natural flavour, light on pretty much anything else’. It will also retail for RRP £24 (US$31) per 12-can case.

Each seltzer is made from the 100% wheat vodka made behind the bar in ELLC’s distillery in Bow Wharf, London. Each can contains 88 calories.

They will be available to purchase via ELLC’s online shop, eastlondonliquorcompany.com/shop, along with Wholefoods UK, and Brewhouse and Kitchen.

The hard seltzer trend has taken the US by storm over the last couple of years and is slowly finding its way to the UK and further afield. In July, we looked at five UK producers exploring the burgeoning hard seltzer category.

Last month, Jose Cuervo Tequila launched its own hard seltzer expression: Playamar.

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Timothy Kelly

Tim is the Founder & Master Distiller at Felene. He developed his passion for the spirits and hospitality business while growing-up and working in his family's restaurant and liquor store business. Tim’s passion for the epicurean lifestyle has found it’s latest manifestation in the Felene Distillery. Tim is a 5-time Gold Medal Award winning Distiller. He has won a Platinum medal at the Prestigious Los Angeles Spirits Awards and his signature vodka was named Best-in-Category by the American Distilling Institute. Mr. Kelly is also a prolific author and writer and his blog is filled with ideas, discoveries, observations and recommendations to help his readers enjoy life’s simple epicurean pleasures.

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