Portman Group gives guidance on hard seltzers 25th February, 2021 by Melita Kiely UK watchdog the Portman Group has released guidance on hard seltzers after research showed 93% of consumers were unfamiliar with the name. White Claw is a leading hard seltzer brand in the US Hard seltzers soared to success in the US and are steadily expanding overseas. In the States, the use of the word ‘hard’ is frequently linked with alcohol, particularly cider. However, in other markets, the term ‘hard’ isn’t translating as well, according to the Portman Group. In November 2020, the responsibility and regulatory body commissioned YouGov to conduct a consumer poll on perceptions and understanding of ‘hard’ and ‘hard seltzer’.