Asahi entered the UK hard seltzer market this week with its Viper brand in lime and cranberry flavors, each packaged in both glass bottles and cans.
Viper is produced in Pilsen, Czech Republic, at the famed Pilsen Brewery, birthplace of the legendary Pilsner Urquell. When Anheuser-Busch InBev was forced by regulators to divest some brands in 2017, Japan’s Asahi Breweries purchased the brewery.
“Viper is dedicated generally to people who like to enjoy time with friends, like to consume alcoholic drinks, but take care of themselves,” said Martina Schmidt Asahi Europe & International.
Similar to the launch of traditional beer products, Asahi has chosen to package Viper in both glass and aluminum cans. The clear glass bottles help advertise the transparency of the product. Glass is often seen as a premium packaging for beer.
Even if the consumer ultimately purchases the beer or hard seltzer brand in aluminum cans, the product transparency has been forged. Viper notes prominently on all packaging “Free of artificial colors and preservatives.”
Viper is brewed to 4.0% ABV, and the liquid contains 29 calories per 100 ml, or 96 calories per 11.2 ounce bottle or can. Launch flavors include lime and cranberry.
Sam Rhodes, Asahi UK’s marketing director commented that “Entering the vibrant hard seltzer category is a really exciting move for us, and we’re proud to introduce a hard seltzer that not only offers quality, demonstrated through the brewing process, but it also allows us to continue to offer products to our customers that are in line with consumer trends.”
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