New in-drink Hard Seltzer – A controversial trend from the USA reaches Zurich

The new alcoholic drink scores with low calories, targets the young and generates billions in sales. Now regional producers are getting involved.

Hans Erismann in his distillery.  For the Hard Seltzer he uses a schnapps from his own production.

Hans Erismann in his distillery. For the Hard Seltzer he uses a schnapps from his own production.

Photo: Samuel Schalch

The two bottles and the can with the words “John’s” do not quite fit into the frame in which Hans Erismann displays his schnapps bottles in his distillery in Bülach. His multi-award-winning fruit brandies are bottled in tall, narrow bottles, the gin, whiskey and rum in noble, bulbous bottles. They aim at an enjoyable, wealthy buyers. The John’s bottle and especially the can, on the other hand, are aimed at young buyers, which is immediately apparent.

At the age of 62, Erismann ventured into a new business field. In one in which the manufacturers in the USA are already bolting billions in sales. The schnapps distiller was one of the first in Switzerland to bring a so-called hard seltzer onto the market.

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