![]() ![]() “Retailers should focus on the top brands that have solidified their position-like White Claw, Truly, and others-and keep an eye when these brands release new flavors and test how they do on their shelves,” says Liz Paquette, Drizly’s head of consumer insights. As the slowing, but still significant, share percentage shows, retailers should still focus on the category-just more selectively. Hard seltzer couldn’t grow at such a high pace forever. Today, White Claw is still the foremost brand, but it now has competition from brands most often associated with beer, like Bud Light and Corona, as well as from craft beer producers. Until 2019, a few big hard seltzer brands dominated sales: White Claw, Truly, and Bon V!V. ![]() ![]() According to Drizly’s 2021 consumer report, only 32 percent of respondents correctly identified what hard seltzer is 54 percent selected responses that were the definition of a ready-to-drink cocktail. There’s still room for consumer education in this category. Over those three years of growth, hard seltzer held a 2.6 percent share of overall sales on Drizly in 2019, a 3.4 percent share in 2020, and a 3.3 percent share in 2021. The rise continued as hard seltzer reached a 19 percent share of beer sales on Drizly in 2020 and a 21 percent share in 2021. On Drizly, hard seltzer held 14 percent of beer share that year, compared to just five percent in 2018. Though the hard seltzer category as we know it today debuted in 2013 with Bon V!V, then known as Spiked Seltzer (though some argue that Zima, which launched in 1993, was really the first hard seltzer), it didn’t really take off until the summer of 2019, when it first surpassed light lager as the best-selling beer subcategory on the Fourth of July. A Slowed, but Still Top-Performing Category After its meteoric rise, however, hard seltzer is finally showing signs of leveling out but remains an important category for retailers to keep track of going into 2022. With that popularity has come a slew of new brands, an ever-increasing number of SKUs, and competition from the ready-to-drink (RTD) cocktail category. Over the past five years, hard seltzer has grown from a relatively unknown category to the best-selling beer subcategory on Drizly. ![]()
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