(Happy Prime Day!): The Rapid Growth of Hard Seltzer
Source: BrewHound
Published: July 2019
The Rapid Growth of Hard Seltzer
Circulated: July 15, 2019
As of June 15, 2019, total beer dollar sales in off-premise retailers in the U.S. are up 1.6% ($18.7B). The growth is largely due to hard seltzers (categorized as a beer), which increased sales 211% to $411M.
“Serving as a step away from high-sugar sodas and mixers, White Claw is a shift into a lighter, all natural, better-for-you alcoholic beverage.” - VP of Marketing, Mark Anthony Brands (owner of White Claw & Mike’s Hard Lemonade)
Brand — Change in dollar sales:
White Claw (variety pack) +294.2%
Truly Hard Seltzer (variety pack) +89.2%
Elysian Space Dust IPA +27.0%
Kona Big Wave Golden Ale +23.7%
Modelo Especial +19.3%
Michelob Ultra +15.3%
Miller Lite +1.0%
Coors Light -2.0% (2nd best-selling beer in the U.S.)
Budweiser -4.8%
Bud Light -5.7% (best-selling beer in the U.S.)
Pabst Blue Ribbon -8.6%
Leinenkugel’s Summer Shandy -13.8%