Hard seltzer is an alcoholic beverage made from a blend of carbonated water, alcohol, and often some type of fruit flavoring. First released commercially in 2013, the market for hard seltzer has grown considerably in recent years. Although similar to other mixed drinks like hard soda and wine coolers, hard seltzer differentiates itself by being relatively low in calories and sugar. Hard seltzer sales have slowed recently and brands are trying to maintain their place as more entrants have joined the market.
Fizzling out?
Although
off-premise sales of hard seltzer had already grown substantially in 2019 compared to 2018, the outbreak of the coronavirus pandemic was not able to curb the beverage's upward trajectory in sales in 2020.
Sales of hard seltzer at the beginning of the pandemic were nearly five times greater than the same time in 2019. Compared to the meteoric growth of previous years, 2021 saw an off-premise sales increase of only 16 percent. The return of
on-premise in 2021, where sales increased by 70 percent, was partly responsible for this decline in growth. White Claw, the brand synonymous with hard seltzer, was still the
best selling brand of beer centric hard seltzers in 2021.
Changing reasons for choosing hard seltzer
As sales of hard seltzer have cooled, brands are looking for ways to differentiate themselves. Health and wellness led during the early pandemic but consumers are now more interested in
hard seltzers with label claims like CBD, high-alcohol content and sustainable packaging. This fact is also reflected in why consumers choose
hard seltzers over other alcoholic beverages generally. Perceived comparative healthiness is important but flavor is paramount. Berry flavors are
the leading hard seltzer flavors in the United States and are expected to maintain that position moving into the future.
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