The explosion in the hard seltzer category is unprecedented in the alcohol beverage business. A $3 billion category was built in a little over two years. Why? How did this happen? What is the allure of hard seltzer?
A “flavorist” answers the questions in part by saying that Zoomers and Millennials are not really into hard alcohol. They love cocktails, but not hard alcohol. Seltzer is a also very refreshing, low-calorie, clean-tasting beverage that suits almost any occasion. And although most new beverages are gender-specific when they emerge, hard seltzers appeal to both men and women equally.
Full story, and more answers here from the Take Out.