Made in Chelsea’s Freddie Browne fronts whiskey hard seltzer

Jul 16, 2021by Alice Brooker

Heroes & Heretics has launched an American whiskey-based hard seltzer, with Made in Chelsea star Freddie Browne as its ambassador.

UK-based spirits bottler Heroes & Heretics (HAH) has released The Whiskey Roller, a ready-to-drink (RTD) hard seltzer infused with natural flavourings of hibiscus, nutmeg and bay leaf. The beverage sits at 4% ABV, and contains less than 100 calories per 330ml can. According to Kantar data cited by the brand, the hard seltzer category’s volume has grown by 1,057%, with 1.57m litres sold in the UK since January 2020. The global hard seltzer market was worth US$4.5bn in 2020, and it is predicted the market will triple to US$14.5bn by 2027 (Grand View Research Market Analysis 2020). HAH describes The Whiskey Roller as ‘the perfect drink for non-whiskey and whiskey lovers alike’. The spirits bottler plans to expand its Roller brand in the future, launching more hard seltzers infused with natural flavours. The brand's latest release is available to buy from nationwide retailers and, for an RRP of £14.50 (US$20.04) per six pack. Browne is not the only Made in Chelsea face to venture into the spirits industry – reality star Spencer Matthews has launched a number of non-alcoholic 'spirits' with his low- and no-alcohol drinks company Clean Co. Pussycat Dolls Ashley Roberts and Kimberly Wyatt also recently fronted a hard seltzer launch in the UK with brand Take Five, while last month Ellie Goulding jumped on the RTD trend, investing in Served Hard Seltzer.