Dan Murphy’s & BWS has doubled its range of seltzers ahead of summer due to skyrocketing demand.
The new range will increase the number of seltzer varieties stocked by the two liquor chains to more than 80. Endeavour Group said sales of seltzers have more than doubled, and have become one of the fastest-growing sub-categories across Dan Murphy’s and BWS in the past year.
“Many anticipated last year to be the summer of seltzers in Australia, but we believe this summer will be the real summer of seltzers,” said Lance Friedman, RTD category manager at Endeavour Group.
“We are already starting to see the upward trends since moving into spring. In the coming months, we expect seltzers to be cemented as the official drink of the Australian summer.”
Dan Murphy’s and BWS’ seltzers range are predominantly Australian-made, with some of the most popular seltzers made by independent producers Coast in Torquay and Fellr in Sydney.
According to Friedman, seltzers have overtaken the gin-based premix sub-category and will soon be bigger than rum-based premix drinks. Seltzers are popular with Gen Z and millennial customers.