Hard Seltzer Marketing Trends
Seltzers have long attracted a younger demographic of adults of legal drinking age, but they've recently started to attract an older demographic as well. According to Beth Bloom, associate director of food and beverage analysis for Mintel hard seltzer is growing in popularity among older millennials. While these people tend to drink less than their younger counterparts, they do enjoy the refreshment and convenience that hard seltzers provide.
Seltzers are also increasingly popular among women. According to a recent survey by Zeta, women are more likely than men to consume this beverage. Men, on the other hand, aren't far behind, with 48% drinking it. In fact, according to the study, the typical hard-seltzer drinker is a health-conscious woman between the ages of 35 and 65, with a household income between $30,000 and $74,000.
Beer companies are also entering the hard seltzer market. The entry of craft brewers suggests that this category is more than a passing fad. In the 90s, Coors' lemon-lime malt beverage Zima became synonymous with "effete" in jokes on David Letterman, and it never shed that association.
Seltzer is an excellent alternative to soda and can even be considered healthier. Its popularity has also increased because it's low in sugar, sodium, calories, and artificial ingredients. A popular brand is LaCroix, which offers a variety of flavors, including fruit-flavored varieties and lemonade-flavored varieties.
Seltzers are becoming more popular because of their perceived health benefits. While it doesn't taste like alcohol, it's easy to drink and is a great way to get a party started. Seltzers have a wide appeal and are nearly everyone's favorite.
During the brewing process, yeast metabolizes sugars to produce alcohol. Some popular brands of hard seltzers include Smirnoff Ice and Bud Light's Lime-a-Rita. For a more sophisticated drink, you can choose a hard seltzer that has a mixture of alcohol and real fruit juice.
Another example of a hard seltzer is White Claw. This brand is popular among millennials because of its low calorie count and LaCroix-like flavor. Its popularity has increased so much that stores are running out of stock. Last week, the company had to institute rationing. White Claw is currently controlling 50% of the seltzer market. With its recent success, the market for hard seltzers has surpassed the $3 billion mark in 2019.
Seltzers have a big future. The hard-seltzer market is expected to grow by as much as $1 billion by 2023. The study also shows that there is a significant untapped market for hard seltzer. The company expects hard seltzer sales to triple by 2023 to 281 million cases.
Although hard seltzers are a relatively new category, sales have skyrocketed, resulting in new brands and more SKUs. However, there are many challenges in the category. The category has faced increasing competition from the ready to drink cocktail category. Despite the obstacles, however, hard seltzer will still remain an important category for retailers.
The beverage industry has always lost market share to other drinks, but the new market for hard seltzers may change that. Some brands have tried to position their drinks as healthy alternatives, and seltzers are the answer. While it may not be as healthy as beer, hard seltzers are much lower in calories than beer.