Saintly Hard Seltzer

Seltzer’s were the drink to be seen with the past summer and our prayers were answered with the launch of the independently owned and locally produced, Saintly Hard Seltzer. The brand came in hot, with an irreverent attitude to freshen up the summer, without the usual sugar, carbs or calories. Backed by the same team who were responsible for Rekorderlig Cider’s global success, brothers Kieron and Christian Barton were already forging ahead with plans to establish a new drinks category in Australia, hard seltzers. Saintly Hard Seltzer aimed to crack the new seltzer market wide open in Australia after seltzers became the fastest-growing alcoholic drinks category in the US. The team tasked Buzz Group with amplifying brand awareness and positioning Saintly as the go-to hard seltzer of the summer.

To put Saintly on the public radar we developed fundamental pitch pillars that we could tailor to specific outlets focusing on wellness and trending market growth. This amplified national brand awareness as Saintly was mentioned by key Australian food and lifestyle outlets that syndicated across an array of publications nationwide.

The guiding brand narrative of ‘Just The Right Amount Of Wrong’ was continually considered when aiming to connect with consumers across multiple platforms. Media and influencers were gifted with a bespoke care package that highlighted Saintly Hard Seltzer’s ethos and neatly included the four Saintly premier flavours.

The combined activity generated a plethora of media coverage, including GQ, Broadsheet, Time Out, Elle Australia and 9Honey. This resulted in a total monthly media reach of over 62 million, 34 published articles and Saintly being considered one of the leading summer drinks.

The Hard Seltzer Heavens Have Opened For This Aussie Saint

Looking for a righteous tipple this summer? Your prayers are answered with the independently-owned and locally- produced, Saintly Hard Seltzer. The brand is coming in hot, with an irreverent attitude, ready to freshen up your summer with a bold new drink, without the usual sugar, carbs or calories.

Health-conscious drinkers are already turning to hard seltzers like Saintly with liquor chains recording a sharp rise in interest for seltzers in Australia these past few months . Described as naturally-flavoured alcoholic sparkling water, hard seltzers are seen as better-for-you options outside of traditional wine, beers and spirits.

At 62 calories for their 4% ABV and 89 calories for their 6% ABV, Saintly has zero carbs and zero sugar. In addition, it’s gluten-free, vegan-friendly and made from all-natural ingredients, so there’s a lot to love. With a tagline of “God It’s Good,” and a guiding principle of “just the right amount of wrong,” Saintly is destined to lighten up the party as well as your palate.

Australian made and backed by the same team (Chilli Marketing) who were responsible for Rekorderlig Cider’s global success, Saintly Hard Seltzer aims to crack the new seltzer market wide open in Australia. Rekorderlig’s meteoric rise to a top ten global cider brand, means that when Saintly predicts a heavenly future for the seltzer category in Australia, their word could be gospel.

“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,” said Kieron Barton Co-Founder of Saintly.

“Saintly is here for this new generation of drinkers who desire to look and feel good, without compromising their wild side. We are a brand that does not conform to the norms, will not hide in the crowd and we have a refreshingly irreverent attitude. We aim to be the patron saint of Sunday sessions everywhere this summer.”

Be sure to keep an eye out for @SaintlyHardSeltzer on Facebook and Instagram. A series of short films created for social are just the beginning as Saintly release the series throughout October and November. The multi- layered social campaign was developed by Sydney creative studio, Warren with creatives Oliver Hammerton, Simon Fowler and Nicole Heatherington and directed by filmmaker Kai Neville, with composer Brendan Woithe of Klang pulling together its hip-hop meets gospel soundtrac