Remember when seltzer was the beverage of summer 2019? Time is a circle, and now it’s summer 2020’s drink too. The reasons many found hard seltzer attractive to start with–“because they go down super easily and then suddenly I’m drunk”–are still very much here. Along with the convenience factor, which more than half of respondents to a 2019 Nielsen survey cited as a reason for buying cocktails and hard seltzers, is more important than ever.
It’s easier, safer, and cheaper for outside drinkers to bring White Claws than to, say, mix up a pitcher of Aperol Spritz to be shared beyond one’s pod. And forget about going to a pub.
It’s not unlike the rise of cannabis edibles as an alternative to sharing pipes or joints. We are still only a little isolated even if we are partying in pandemic times.
Aren’t we of everything at home, you may ask? But while beer sales were up about 11% compared to the same period last yearseltzer earnings were up 224%.
Nielsen reports difficult seltzer brands like White Claw and Truly that are unaffiliated with big beer labels control about 75 percent of their hard seltzer market, but major players are coming for this market. Bud Light Seltzer and Corona Seltzer both started in 2020, and in July Coca-Cola announced that Topo Chico hard seltzer is around the corner for pick Latin American markets, which means hard seltzer is angling to be the drink of seasons.