Fizzed Out? Nah. Why Breweries Are Still Launching Hard Seltzers | VinePair

Hard seltzer can seem like an also-ran, a fizzy pandemic-era phenomenon gone flat. Overall dollar sales of hard seltzer in the U.S. declined nearly 11 percent since last October, according to data shared with VinePair from market research firm NIQ. Yet, dark economics cloud a sunnier picture: In that same period, hard seltzer notched sales of more than $3.6 billion, according to NIQ, which is greater than the GDP of a couple dozen countries, including Grenada and Belize.

Topping the sales chart is the still-growing White Claw brand that controls some 65 percent of the category at the expense of shrinking competitors like Truly Hard Seltzer, which is down more than 20 percent this year.

Those hard seltzer brands broke wide as a broadly appealing commodity that looked clearly different, becoming an easy-to-enjoy answer to all that complex craft beer. As a business move for craft breweries, making hard seltzer seemed smart on the surface. Ferment some sugar, hit 100 calories, add lime flavor, and watch that bottom line bubble up.

But the market quickly grew crowded, and differentiation is difficult when every hard seltzer looks and tastes the same. Craft breweries are now learning from missteps and leaning into creativity, clawing out market share through unique flavor combinations, targeted distribution, and a seasonal approach.

For VinePair, I dive deep into why hard seltzer is here to stay.