Stëlz promotes alcoholic product as ‘the new hard lemonade’

12 May 2026

Dutch health organizations have filed a formal complaint with the Advertising Code Committee regarding an advertising campaign by the alcohol brand Stëlz. It is a Dutch producer in which beer brewer Heineken holds a minority stake. Stëltz is made of sparkling water, a hint of lime, raspberry or grapefruit and 4.5% ABV.

In the campaign, the product is promoted as ‘The new hard lemonade’. On billboards rapper Bizzey and actress Holly Mae Brood are pictured holding a Stëlz Hard Lemonade can. The campaign is also on social media (Instagram, TikTok) and YouTube. Notably, Stëlz has not imposed an age restriction on this video.

The complaint is that an alcoholic beverage is being promoted as a type of soft drink and, given the advertisements, the campaign is specifically aimed at minors.

Stëlz states that the advertisement falls within the rules but, following the controversy, decided to modify the campaign to make it clearer that it concerns alcohol. If the full complaint is upheld, Stëlz is estimated to have to remove thousands of cans from shelves.

Source: eucam.info.

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