Hard seltzer brands in the U.K. are appealing to young drinkers through “fauxstalgia” and gender-neutral branding.

Hard seltzer brands in the U.K. are appealing to young drinkers through “fauxstalgia” and gender-neutral branding. Millennials in the U.S. have been hopping on the hard seltzer band wagon for its wellness focus, non-gendered appeal, and quality flavors. The hard seltzer drink sector in the U.K. is also making a splash with young consumers, with 46% of cocktail drinkers saying they are likely to try hard seltzer according to the DRTY Hard Seltzer Handbook (an independent hard seltzer brand in the U.K.). For brands Mogul & Dram, High Water, and Punchy, branding and product designs have played a vital role in their ability to connect with young drinkers. Mogul & Dram is a whiskey-based seltzer, and while the spirit has long been viewed as a rather gendered drink, the brand wanted to put a modern twist on whisky by using a typeface that “gives a sense of fluidity” and avoiding masculine hues. High Water also wanted to avoid gendered colors, and went for visuals and hues that transport drinkers to relaxing locations. As for Punchy, the art of “fauxstalgia,” or the feeling of identifying with an era you’re not a part of, was the brand’s primary influence for their wistful illustrations of ‘70s poster designs and imagery. (Design Week)