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Hard seltzers contain as much alcohol as a bottle of beer. A content that we tend to forget, because of their appearance of sparkling water and a marketing that surfs on the green wave. Two associations file a complaint for misleading commercial practices.
“Unhealthy Marketing”
Do you know hard seltzers? These flavored soft drinks, which contain 5% alcohol, have been all the rage in North America since 2019. A true marker of “American soft power”, hard seltzer has gradually entered the French market, under the Snowmelt, Fefe or even Natz. Today, cans have invaded supermarket shelves and social networks in France.
Problem, under a colorful, trendy packaging and appearances healthy, these alcoholic drinks hide a less healthy reality. It is moreover this “unhealthy marketing” denounced by the association Addictions France and the Federal Union of Consumers (UFC)-Que Choisir.
In a press release dated June 21the two organizations announce that they have filed a complaint before the Paris court against the Snowmelt brand, for violation of the Evin law of 1991, relating to the fight against smoking and alcoholism, and misleading commercial practices.
Overcome the dangers of alcohol
According to Addictions France and UFC-Que Choisir, the Snowmelt brand conceals the fact that its drinks contain alcohol, by promoting marketing focused on the allegedly natural side of these same products.
With their slogan “Not just water” (“not just water”), Snowmelt’s hard seltzers “illustrate the diversification strategy of alcohol manufacturers, which target an ever younger clientele”, deplore the 2 organizations. A way, according to them, to trivialize alcohol by making the consumer forget that these drinks contain up to 5%.
“However, hard seltzers contain as much alcohol as other products such as beer and are based on the same principle of fermentation”warns the press release.
For Alain Bazot, President of UFC-Que Choisir, these “questionable marketing practices of alcohol companies” consist of “enhance the alleged virtues of these flavored drinks to better mask their alcohol content”.
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A public health issue
This marketing strategy of omission and concealment used to sell hard seltzers makes their consumption a real public health issue.
“By joining forces, Addictions France and UFC-Que Choisir wish to strike a blow against illegal and misleading advertising on social networks for these new alcoholic beverages which, despite what the alcohol industry would have us believe , are anything but good for your health”specifies Franck Lecas, head of the Loi Evin division within the association Addictions France.
In the meantime, read the labeling that appears on these products before being tempted, or deceived, by their so-called healthiness.