Alcohol is coming for all of your favorite zero-proof drinks. There’s hard cold brew, hard kombucha, and White Claw, White Claw everywhere.
What’s next? Boozy breakfast smoothies? Boozy protein shakes?
It may sound hard to choke down…
… but Hard Anything is taking a swig out of Big Beer’s glass. Hard seltzer cracked $500m in sales in 2019, according to Nielsen, and grew 200+%. Meanwhile, wine and beer sales have gone flat.
- Nielsen recently predicted that beer will retool in 2020 by focusing on everything but beer.
- That means the claws are out for White Claw. Post Malone recently starred in a Super Bowl ad for Bud Light Seltzer.
So the Seltzer Wars are one thing. But… hard kombucha?
It’s yet another story of changing tastes
- National surveys have shown that rates of past-month alcohol use among people 18 to 25 have declined in recent years.
- When they do imbibe, experts say they might reach for something that already has a healthy vibe.
That doesn’t necessarily mean you’ll soon be staring at shelves of Mike’s Hard Kale Juice. But pre-mixed drinks are expected to be the next big thing, so a canned cocktail with a plant-based milk isn’t out of the question.