Celebrity chef Gordon Ramsay’s has a mixed track record with cocktails. Remember that time his Las Vegas restaurant’s signature tiki drink sent two patrons to the hospital? If at first, you don’t succeed… Ramsay is back in the drinks biz.
A release this week promised “f*cking sinsational” flavors while announcing the arrival of ‘Hell’s Seltzer’. The new RTD features Ramsay’s familiar branding and production by Brew Pipeline and Global Brews of London.
“Yes, even I enjoy a hard seltzer after a long day,” Ramsay said in a statement. “So I decided to toss the devil horns into the ring and heat things up!”
The satanic seltzer will be available in four flavors: Knicker Twist (passion fruit, pineapple, and orange), Mean Green (kiwi, lime, mint, and pineapple), Berry Inferno (peach, blueberry, and raspberry), and That’s Forked (Key Lime, vanilla, and graham).
The move is not exactly bold. Driven by hard seltzers (and quarantine), the RTD sector exploded over the last year. Sales are expected to quadruple from 2019 by year’s end.
“Gordon’s team and Brew Pipeline put flavor first when developing Hell’s Seltzer,” says Steve Kwapil, CEO and co-founder of Brew Pipeline in the release. “That’s always been Gordon’s goal, and we think he nailed it. We’re looking forward to sharing these bold seltzers with fans across the nation.”
The beverages will be sold in 12 can variety packs with an MSRP around $16. Each 12oz can boast a 5.5% ABV. More info is available on the website at www.drinkhells.com.