Amass launches trio of hard seltzers

Spirits producer Amass has moved into the hard seltzer category with the launch of three canned products: Surfer Rosso, Faerie Fizz and Sun Sign.

Amass Hard Seltzers are made with alcohol distilled from organic sugarcane, plus natural botanical extracts to give a ‘complex, yet crisp’ flavour. Each expression has an ABV of 5% and costs US$21 per pack of four 355ml cans. Surfer Rosso has flavours of tart hibiscus, sweet quince and citrus, complemented by ginger, turmeric and star anise. Faerie Fizz is brewed with petals and stems, and delivers flavours of rose and jasmine, followed by raspberry, green cardamom and basil. Meanwhile, Sun Sign offers notes of sweet orange, with some oak and ‘milky vanilla’. Los Angeles-based Amass also produces a dry gin, botanical vodka and non-alcoholic ‘spirit’ Riverine. Morgan McLachlan, Amass co-founder, CPO and master distiller, said: “With the RTD beverage market on the rise, we saw this as an exciting opportunity to take a more sophisticated, nuanced approach. “Rather than being exclusively fruit-forward, we chose some fruit flavours and then developed a botanically interesting profile around those flavours. “Our hard seltzers have an aroma and a bit of a longer finish so it’s more of a journey in your mouth, yet refreshing.” Earlier this month, SB reported how the hard seltzer category will “far surpass” 281 million case sales in the US this year – two years earlier than originally predicted by IWSR Drinks Market Analysis.