What Does 2023 Hold for Hard Seltzer
Hard seltzer exploded out the gate. Sales grew triple digits in both 2019 and 2020, driven by evolving consumer trends and tastes. Many in the industry predicted a slower, but still robust growth in 2021 of 50-80%. Instead, hard seltzers grew by only 16% in 2021.
This year the category has yet to flatline, but the “trial” period is over and other drinks such as RTD (ready to drink) cocktails offer a similar but “newer” experience. Hard seltzers are here to stay (think Zima), but what is next for the category?
First Key, consultants to the beverage industry take a deep dive into what breweries and beverage companies need to do to attract fickle consumers. Adding novel flavors to attack new consumers, channeling cocktails and emphasizing on-premise sales to drive trial are all on the road map to success.
See the full article here.
