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How Is Hard Seltzer Made?Īs with any alcoholic beverage (including your favorite bottle of wine ), the key to its boozy nature lies in the fermentation process. You may also have to do a little online sleuthing to learn about the hard seltzer brand 's production processes and make sure what you see is what you get.
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Pro tip: To make sure you're getting a seltzer that hasn't been spiked with chemical additives or added sugars, always check the ingredients label. Some of the most common flavors include a variety of citrus, berries, and tropical fruits, such as: Depending on the hard seltzer brand, these fruit flavors can come from real fruit juice or artificial flavoring. What Is Hard Seltzer?Īlso known as spiked seltzer, alcoholic seltzer, or hard sparkling water, hard seltzer is carbonated water combined with alcohol and fruit flavoring. But what is hard seltzer, exactly? And is it true that it's a healthier option than high-calorie, high-sugar booze? Join us as we find out what the buzz is all about with this bubbly beverage. In 2019, hard seltzer sales were at $4.4 billion and those figures are expected to climb more than 16% from 2020 to 2027. From the wildly popular triumvirate of White Claw, Bon & Viv, and Truly Hard Seltzer to mainstream beer brands like Bud Light, Corona, and Michelob Ultra, it's clear that the hard seltzer market is having a moment - a really big moment. The most popular product variation in the West proved to be sustainable packaging.Whether it's television and YouTube commercials or social media posts, it's hard to escape the latest alcoholic beverage craze : hard seltzer.
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The CBD-infused product variation drove the greatest purchase interest in the Northeast, South, and Midwest. In the South, Smirnoff elicited the highest demand, while Corona took the crown in the West.
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Regional preferences vary.Ĭonsumer demand for individual brands differed across regions, with White Claw dominating the Northeast and Midwest. Nearly 75% of respondents indicated that they consume hard seltzer at home.
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Somewhat surprisingly, the perceived healthfulness of seltzers compared to other alcoholic beverages was not an important demand driver (only selected by 22% of participants). “Refreshing taste” was listed by a majority of respondents (54%) as a primary purchase driver, with Truly, White Claw and Bud Light scoring highest in this category. Consumers drink hard seltzer for its refreshing taste, not because it’s healthier For Topo Chico, five of the eight added benefits drove higher demand-including CBD, which provided an 18% lift. Every other brand tested had at least one added benefit that lifted demand. White Claw drives the greatest demand, but benefits the least from adding product extensionsĬBD-infused, energy-boosting, and high-alcohol versions performed well across most brands, and while market leader White Claw commanded the highest demand score, potential product line extensions actually drove less demand for the brand. The findings showed that all eight brands enjoy a positive product perception across multiple dimensions, including credibility, premiumness, and uniqueness, signaling strong potential for additional growth. The study was conducted in July and August 2021 among 2,702 U.S.
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Consumers reveal their true willingness to pay by placing sealed bids on products and then answering follow-up questions about their reasons to buy or not to buy. Unlike typical surveys where consumers are simply asked about their preferences, Veylinx uses behavioral research to reveal how much consumers will pay for a product through an actual bidding system. “There are widely divergent predictions about if and how it will sustain its tremendous growth, so we wanted to shed light on which brands and innovations are best positioned for the future.” “We wanted to study the hard seltzer category because it has disrupted the alcoholic beverage space so profoundly in such a short time,” said Anouar El Haji, CEO of Veylinx.