Hard seltzer exploded out the gate. Sales grew triple digits in both 2019 and 2020, driven by evolving consumer trends and tastes. Many in the industry predicted a slower, but still robust growth in 2021 of 50-80%. Instead, hard seltzers grew by only 16% in 2021.
This year the category has yet to flatline, but the “trial” period is over and other drinks such as RTD (ready to drink) cocktails offer a similar but “newer” experience. Hard seltzers are here to stay (think Zima), but what is next for the category?
First Key, consultants to the beverage industry take a deep dive into what breweries and beverage companies need to do to attract fickle consumers. Adding novel flavors to attack new consumers, channeling cocktails and emphasizing on-premise sales to drive trial are all on the road map to success.
See the full article here.