Heroes and Heretics expands seltzer range

by Alice Brooker

Former Made in Chelsea (MIC) stars Freddie Browne and Angus Findlay have extended their Roller hard seltzer line with two new expressions.

UK-based spirits bottler Heroes & Heretics (HAH) kicked off its Roller series in 2021 with The Whiskey Roller, a ready-to-drink (RTD) whiskey-based hard seltzer infused with natural flavourings of hibiscus, nutmeg and bay leaf. The duo has now added a pair of new expressions to the line: The Rum Roller and The Cachaça Roller. Browne, who starred on British reality show Made in Chelsea in 2019, is the ambassador of HAH, while Findlay, who featured on the show in the same year, is head of content creation. Browne commented: "Premium, convenient, sexy. We are making a statement with the cans, we want you to feel great when you drink these, no matter where or when, because it could be anywhere, anytime. Roll on the good times." HAH said it is currently in the process of selecting distributors, but will focus on ‘quality’ pubs and leading bars, with a view to being stocked in local supermarkets. The cans have previously featured at trade event Imbibe, and will later appear at London food festival Savour (21-23 July). Findlay added: "We have an amazing product that has so much opportunity to do so much with, almost too much. We are focusing on what we know best, parties. Roll on baby.” The brand said it would soon to release The Tequila Roller, and that a vodka iteration ‘may be in the works’. Noah Cross, head of product development, commented: "It was imperative to me that we used actual, proper, premium spirits in these cans. There are too many lack lustre ‘wet’ seltzers out there. We have come to deliver flavour back to the market." While the Whisky Roller clocks in at 4% ABV, the two new flavours rest at a higher 5% ABV. All three flavours can be bought as a six-pack of cans for £13.50 (US$18) from the brand's website, hahcws.com. Browne is not the only Made in Chelsea face to venture into the spirits industry – reality star Spencer Matthews has launched a number of low-alcohol products via his drinks company, Clean Co.

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