British hard seltzer brand expands distribution to US

Image: Berczy

British-based hard seltzer brand Berczy has announced the launch of its new US distribution, kicking off with new retail channels in New Jersey. Coinciding with the brand’s signed distribution deal with Kohler Distributing and MHW, this launch marks the first market expansion of a European hard seltzer brand landing on shelves in the US. While New Jersey is the first state to sell Berczy, additional states will be stocking the brand throughout 2022, alongside the support of five new US based investors.

Berczy is now being produced in Utica NY, using premium, four-times distilled vodka and real fruit, an effort that will aid in building out the premium end of the RTD market. To support the community on a local level, 1% of Berczy sales made in the state of New Jersey will be donated to the brand’s local charity partner, Reclam the Bay, an effort that supports education and environmental protection along the Jersey shore. Also dedicated to reducing their carbon footprint, the brand has elected to offset all carbon emissions from their production to further solidify their sustainability credentials.

Of the New Jersey expansion, brand co-founder Nick Graham shares: “We have been working on our US venture for over 12 months now, taking on qualified and high profile investors to supercharge our launch.” Graham continues, stating: “We are aware of the huge growth potential and opportunity for a premium, spirits based hard seltzer to succeed in the US. Thanks to our award-winning flavours and compelling marketing proposition, we are confident Berczy will stand apart from the competition within this growing category.”

In terms of marketing support, the launch strategy includes a large-scale out of home campaign, inclusive of billboards throughout the state of New Jersey, guerilla marketing in key territories, and a digital campaign aptly dubbed, “The British are Coming.” Berczy co-founder Nick Johnson shares: “If you look across the beer market, European alternatives are commonplace, but we are yet to see this same transition in the comparatively new hard seltzer category. We are really excited to bring our award-winning recipe with a brand full of British charm to the great state of New Jersey.”

Aiming to leverage the growing demand of ready to drink, spirit based products with a premium vodka base, real fruit combinations and a distinctly British philosophy, Berczy is available for sale throughout New Jersey, in Shoprite locations and state-wide Bottle King locations, with additional retailers joining this summer. Cans of Berczy are available for purchase in single flavour four-packs for $10.99 MSRP and six-pack variety packs at $15.99.

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