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The new alcoholic drink gets low in calories, targets young people and generates billions in sales. Now the regional producers are making an effort.
Hans Erismann in his distillery. For Hard Seltzer he uses a grappa of his own production.
Photo: Samuel Schalch
The two bottles and the can with the word “John’s” do not fit perfectly on the shelf where Hans Erismann displays his bottles of schnapps in his distillery in Bülach. Its award-winning fruit spirits are filled in tall, narrow bottles, the gin, whiskey and rum in elegant bulbous bottles. They aim for a pleasant and wealthy buyer. John’s bottle and especially the can, on the other hand, are aimed at young buyers, which is immediately evident.
At the age of 62, Erismann ventured into a new field of activity. In one where manufacturers in the US are already selling billions of dollars. The grappa distiller was one of the first in Switzerland to bring a so-called hard seltzer to the market.
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