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Alcoholic sparkling waters, called “hard seltzer”, are sold with attractive packaging. Their sweet taste may make some consumers forget that they contain alcohol.
With their colorful and attractive packaging as well as their trendy names, the “hard seltzer” arrive in France. “That sounds awesome”, observes a man. These drinks seem light and fizzy, yet contain alcohol, up to 4% or 5%, as much as a beer. Despite their sweet taste, alcohol feels lightly. “When they gave it to me, I felt like I was drinking a soda, compared to the packaging, afterwards the taste was really bitter, I couldn’t say if there was alcohol or not”says a young man.
The thirst-quenching aspect of the drinks is highlighted by the brands, as well as their healthy and natural appearance. They are even promoted on Instagram, associated with sports. The associations Que Choisir and Addictions France denounce misleading marketing. “It is absolutely forbidden to advertise alcohol, presenting alcohol as something positive. However, here we have a whole advertisement with an environment, a natural setting”, analyzes Franck Lecas, legal manager at Addictions France. In the United States, “hard seltzer” generates 2 billion euros in turnover.
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