In case you thought White Claw Summer ended in 2019, it’s only just begun.
Sales of hard seltzer shot up to $4B in 2020 compared to $500m in 2018, per The New York Times.
Big at bars and at home
Analysts told the NYT they predict sales will bubble up to $8B+ in the next 4 years.
Why do people love fizzy adult water so much?
- Seltzers are seen as “healthier” because they have less sugar and fewer calories than beer, wine, and cocktails
- You can mix them with other beverages
- They’re generally low-ABV (5%), which reflects the changing drinking culture
- Unlike the much-maligned Zima, hard seltzer appeals to all genders
- They’re insanely meme-able — “ain’t no laws when you’re drinking Claws” (unfortunately, not true)
The top-reigning seltzer champs…
… are currently Mark Anthony Brands’ White Claw and Boston Beer Company’s Truly, accounting for ~70% of the market.
But new challengers are popping up everywhere:
- Michelob Ultra launched an 80-calorie organic seltzer
- Coca-Cola and Molson Coors Beverage teamed up to debut a hard seltzer Topo Chico
- E&J Gallo Winery’s High Noon entered the market as the first brand to use vodka instead of malt liquor
- Even PBR got in the game, though its “Stronger Seltzer” is 8% ABV
The worst seltzer? Probably this Four Loko that comes in at 12% ABV.