Amber Beverage Group-owned Moskovskaya Vodka will host a digital masterclass focused on hard seltzers this week.
The Hard Seltzer Global Academy will take place on Thursday (25 March) from 2pm to 3pm CET.
Moskovskaya Vodka will welcome international distributors, including sales and marketing teams, for the presentation on the burgeoning hard seltzer category.
Topics to be covered include changing consumer habits due to the pandemic, how the hard seltzer as a RTD (ready-to-drink) product fits into new ways of socialising and the best drinking occasions for the category.
Pepijn Janssens, chief marketing officer and managing director USA at Amber Beverage Group, said: “We have all been following the big explosion of the hard seltzer brands in the USA and today we believe that the trend has landed in Europe.
“That’s why Moskovskaya would love to share our learnings and insights after making our first SKUs of hard seltzers.
“With this Global Academy, we will introduce the industry and our partners to the trend, the history, the flavours and the why behind hard seltzers.”
Moskovskaya Vodka moved into the hard seltzer category in January this year with the launch of two flavours, raspberry and lime, and ginger and mint.
Inspired by the Moscow Mule cocktail, both flavours are canned at 4.5% ABV and are available in 250ml formats.
In January, a new report said the UK hard seltzer market could be worth £75 million (US$102.5m) by 2023.
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Author: Melita Kiely