Brands are tapping into ‘fauxstalgia’ to reach millennial and Gen-Z audiences

As the seltzer drinks sector becomes mainstream, design studios are integrating gender-neutral branding to appeal to a younger audience.

As summer arrives in the UK, hard seltzer is poised to make a splash among consumers, particularly with the new generation. While White Claw may be the leading name, an abundance of UK brands have launched lately, with designers playing a key role in branding and packaging to reach new audiences.