(Happy Prime Day!): The Rapid Growth of Hard Seltzer

Source: BrewHound Published: July 2019

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%