Hard seltzer sales in the US to exceed 281 million cases in 2021
Hard seltzer drinks are going from strength to strength and are predicting sales of 281 million cases this year in the United States.
The year 2021 is shaping up to be a very successful one for hard seltzer drinks. According to an analysis by IWSR Americas, the hard seltzer category will far exceed an initial forecast of 281 million 9-liter cases sold in the U.S. in 2023, two years early. In fact, in 2019, U.S. sales were predicted to triple to 281 million 9-liter cases by 2023.
Brandy Rand, director of the Americas for IWSR Drinks Market Analysis said that “the category is on track to exceed this target by 2021.”
“Rapid growth exceeded expectations, accelerated by Covid and also driven by continued new product innovation, not only from major brands, but also from domestic craft companies.”
Hard seltzer brands such as White Claw, owned by Mark Antony Brands, have led the category’s success in the United States. Last year they reached new territories such as Australia and the United Kingdom.
Building on the success of this segment, several alcohol producers have created alcoholic waters, such as brewer Brewdog, Jose Cuervo tequila, Smirnoff vodka, or the East London Liquor Company. In addition, celebrities have also joined the business, such as renowned chef Gordon Ramsay and rapper Travis Scott.
According to Randy, “The category is driven by taste, period.” “Consumers choose their brands based on taste first, and they have a better preception of ready-to-drink beverages based on taste.”
“These sensory aspects – taste, refreshment, easy to drink – are the keys to the success of this category.”
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