Dutch start-up Pyke rolls-out its hard seltzer in Aluminium cans

The Tilburg based start-up of Pyke is the next company to bring a freshly brewed hard seltzer to the market, which introduces a new flavour experience in this fast-growing category.

Anne Koren, Chief Communications Officer at Pyke, said: “Our product is the right choice for young people between the ages of 18 and 35 with a 'work hard, play hard' mindset looking for authentic products and brands.”

Pyke has a unique flavour profile compared to other hard seltzers because it is not mixed with a distillate. It originated from a traditional brewing process of several weeks using real champagne yeast, which gives it its own brewed character. Hard seltzers have the fewest calories of all alcoholic drinks and this makes it especially appealing to health-conscious millennial and the so-called Generation Z.

The modern and colourful cans are available in three varieties, both vegan and gluten-free: Mango, Grapefruit and Lemon, whereas other flavours are already in the works. Pyke is brewed with high-quality natural extracts for an authentic flavour profile and contains no added sugars or other sweeteners and no artificial ingredients.

Koren added: “We want to become the most successful hard seltzer brand in Europe. Everything we do is genuine and authentic, starting with our premium ingredients and brewing process, all the way to our cultural partnerships in the art, fashion and music world. This is also evident in our packaging of fully recyclable aluminium cans that are circular, as they can be recycled forever. ”

The product was launched in October from various nightclubs, bars and restaurants in Tilburg, Berlin and Amsterdam. Pyke also opened its pop-up bar as a direct tasting room and sales channel. Due to the situation surrounding Covid-19, the team is now focusing on building its retail distribution network in the Netherlands and Belgium by introducing the product in supermarkets and through other home consumption channels.