Is hard tea Singapore’s answer to White Claw?
Step aside bubble tea, there’s a boozy alternative in town
Text: Livvie B
White Claw is having a huge moment.
Having risen to Insta-fame last summer, the boozy, tinned phenomenon of White Claw is a hard seltzer, so basically an alcoholic sparkling water. With few calories and low levels of alcohol, millennials and Gen Z are loving this lighter, healthier option of alcoholic drink — as opposed to hard liquor — to get an alcoholic buzz.
Credit: White Claw
Consumer insight company Nielsen predicted that the number of hard seltzer players will double in 2020, with brands experimenting with bolder flavours, healthier ingredients in alcoholic drinks such as kombucha and coffee.
Hard tea is not a new concept, with some major players having launched products almost 20 years ago. However, the category is seeing a surge in popularity as people are increasingly searching for lower sugar, natural ingredients, and sophisticated flavours. However, despite the growing demand for hard seltzers in the US and Europe, the craze hasn’t quite made it to Singapore just yet, with only a handful of online retailers currently stocking White Claw.
Credit: Lover Boy Sparkling Hard Tea
So, what’s the Singapore alternative to hard seltzer?
It’s no secret that Singaporeans love tea, with 18% of people consuming tea on a daily basis, and convenient, non-sugared options such as bottled green, black and oolong tea gaining popularity. Singapore’s alcohol spend on tea per capita is also set to increase by 2.7% per annum from 2019–2023.
Spiked Bubble Tea from the likes of SMÖÖbar started to emerge earlier this year, offering alcoholic Milo, Bailey’s Fresh Milk and a Malibull on its menu. While brands like Loverboy Sparkling Hard Tea and Twisted Tea are already available in the US, we predict that it’s just a matter of time before they hit the tea-loving shores of our home.
