![]() ![]() No wonder the brewing giants are jumping on board the bandwagon. Globally the market is expected to grow at a compound annual growth rate of 16.2% to 2027 to reach US$14.51 billion. That was before the accelerated trend triggered by the coronavirus lockdowns. The global hard seltzer market size was estimated at US$4.51 billion at the beginning of last year. White Claw and Truly – produced by Mark Anthony Brands and Boston Beer – led the pack and, according to Nielsen, they had a combined US market share of just over 75% in mid June 2020. The category began appearing just under a decade ago. With more millennials and Generation Z looking for strong, powerful brands, which they can share on their social media channels, producers are clambering to get in front of younger audiences who find seltzers fit their profile more than the more traditional forms of alcohol.Īnd because they are mostly produced from fermented cane sugar, hard seltzers – effectively fizzy flavoured alcoholic water with a low ABV – also come with a “low carb” lifestyle association. ![]() During lockdown and the consequent rise in home consumption, spirits sales have soared and beer has taken a battering.īut within the “long” alcohol segment seltzers have been fizzing at double-digit annual growth rates, especially in the US, and their market is predicted to expand even more quickly now that the public has got the taste for them. The biggest loser in the drinks spectrum over the past year has been beer, the bedrock of AB InBev’s global business. It is bold to spend US$1 billion on what is a relatively new market, but that is what the world’s biggest brewer, Anheuser-Busch InBev, is doing in the next two years to expand production of hard seltzers.
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