The meteoric rise of the hard seltzer category across the US beverage alcohol industry has been nothing short of phenomenal, and a comprehensive new Hard Seltzer Report from IWSR Drinks Market Analysis, the leading source of data and intelligence on the global alcoholic beverage market, forecasts that consumer interest in these products will only continue to grow.
Led by the brands White Claw and Truly, hard seltzer volume in the US is currently about 82.5m nine-litre cases (which is already larger by volume than the leading spirits category in the US vodka). IWSR forecasts that by 2023, the category will more than triple, to reach over 281m cases. Hard seltzer and other “seltzer-like” products command a market share of 2.6% of all beverage alcohol in the US, up from only 0.85% a year ago.
IWSR also estimates that hard seltzer ecommerce sales will increase from a current share of 0.8% to nearly 2% by 2023 as more consumers realise they can purchase these products online.
The IWSR Hard Seltzer Report is also the first study of its kind to define, examine and quantify the size of the entire hard seltzer universe, a category which not only includes malt-based products, but also those produced from wine and spirits. These seltzer-like products, with similar product attributes as leading malt-based brands, add another 7m cases to the total seltzer universe in the US.
This story is from the January 2020 edition of Ambrosia.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the January 2020 edition of Ambrosia.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
E-commerce In Alcohol Is The New Route To Market Strategy
Post Covid e-commerce could help the industry out of a crisis. But in the new normal the growth rate may not be high. A report.
Processes for alcohol-free beer production: A review
Carlos MULLER1 Luis Eduardo NEVES1 Luciana GOMES1 Munique GUIMARÃES1 Grace GHESTI1 * http://orcid.org/0000-0003-1043-5748
The US and China offer resilience and opportunity for drinks groups
Strong performances in China and the US have shielded multinational drinks companies from the fallout of Covid-19 in recent months. IWSR examines the reasons why.
Increasing demand for nostalgic flavours in drinks
Nostalgic flavours such as peanut butter, lemonade and chocolate have become increasingly popular during the pandemic. IWSR looks at how the trend is manifesting in different beverage categories.
‘80% of the International Awards won by Indian wines are from Karnataka'
The Wine market in India is still in its infancy but is growing at a much faster rate as compared to any other category/ segment. Grover Zampa, the second biggest manufacturer of Wines in India has been on a spending spree acquiring wineries in India to increase their presence in the market. In an interview with Ambrosia, Ravi Vishwanathan, Chairman, Grover Zampa Vineyards speaks about his investments, the Indian market and the possibilities for the future. Excerpts:
Trends in alcohol consumption in Europe continue their positive course
Over recent months, we have seen very welcome findings on drinking behaviours released by leading health authorities across Europe, particularly with regards to the decline in underage drinking. This contrasts sharply with misleading coverage which often suggests that overall consumption is dangerously on the increase, in particular since the pandemic started, writes spirits Europe Director General Ulrich Adam.
Pernod Ricard and Brown Forman Merger Speculation
As speculation mounts about the strategic merger between Pernod Ricard & Brown & Forman, we look at the far reaching consequences of the deal.
Glasgow Whisky announces distillery purchase to expand global business
The company is expanding its wings with an environmentally sustainable and energy efficient distillery
Excise revenues save the day for Maharashtra and Karnataka
The pandemic has not much changed consumption levels of liquor in Maharashtra, though the excise department may fall short of the excise revenue target of ₹19,225 crores for 2020-21. Home delivery of liquor in Maharashtra has done exceedingly well as it has earned almost equal revenue for the State as compared to last year.
Bacardi adds flavour to Indian market
Over the past few years, Bacardi has further strengthened its position in India as a premium brand. Known for its diverse brand portfolio, Bacardi aims at bringing superior quality spirits to the market. Zeenah Vilcassim, Marketing Director, Bacardi India, unveils her strategy for the Indian market.
