Religious allusions launch Saintly Hard Seltzer to market

Saintly Hard Seltzer has announced itself to the Australian alcohol market, establishing its brand personality with a campaign that plays on its name.

With the tagline ‘God it’s good’ the ads make a number of references to faith. One makes the comparison between the biblical story of Jesus Christ turning water into wine and the brand turning water into ‘Sunday’s drink’.

Seltzers are alcoholic sparkling waters, made from fermented rice, malt or cane sugar, blended with sparkling water and flavours. It is the fastest growing alcoholic drinks category in the US and has grown in popularity in Australia amongst health-conscious drinkers.

Co-founder, Kieron Barton, said: “Hard Seltzers have exploded in the US – especially in states with better weather – amongst health-conscious millennials who still want to party. We have very similar consumers in Australia, arguably better weather and in addition, sparkling water is such a huge sector within the soft drinks category, this is why we think Hard Seltzers will be a huge success here.