The fun way to stay hydrated
When it comes to drinks trends, there is one product that has seen meteoric growth in the last few years… and that’s the hard seltzer.
Originally finding an audience in the US, according to IWSR Drinks Market Analysis, in 2020 alone, global volumes grew by 137%, with value rising by 154%.
We can attribute much of its success to the fact that the seltzer does not just shine in one category. Not only is it a popular alcoholic option, but it’s also rooted in wellness (low-calorie and hydrating), low-ABV drinking (some of them are only 4-6) and sustainability (aluminium cans are great). If you don’t fancy hard liquor, it’s got the accessibility of an alcopop but just feels that bit better.
It’s a product that’s constantly innovating and its manufacturers are extremely proficient at responding to changes in the marketplace. After all, it’s water in a can… it’s an open field when it comes to building on that with premium ingredients, exciting flavours and even health benefits. You can literally take it anywhere.
Though the growth trajectory will moderate somewhat between 2023-2025, we can expect more and more unique products in the marketplace and as such, an expectation to see them on our bar menus too.
The original hard seltzer was literally carbonated water, flavouring and alcohol made from fermented cane sugar.
Though the first may have been manufactured and packaged as ‘SpikedSeltzer’ by Nick Shields in 2013, it was really White Claw and Truly that took this niche product into the world’s fridges and onto their picnic blankets (2019 in the USA was even dubbed ‘White Claw Summer’ by the Atlantic).
And things have only got bigger since those pre-pandemic days. While a lot of industries lost, the hard seltzer category only gained.
As previously stated, the fantastic thing about the hard seltzer is that it’s so easy to build on. From Smirnoff’s wine-themed line including Raspberry Rosé, White Peach Rosé, Strawberry Rosé and Pink Apple Rosé to the independent Lone River Ranch Water’s tequila-based take on the drink and onwards to Willie’s Superbrew of real fruit with unique flavour pairings like Blueberries & Lemon or Pomegranate & Açaí, the manufacturer’s creativity is really the only limit.
Lastly, we see the marriage of two huge modern trends in CBD-infused seltzers. But to clear up any confusion, these do not contain alcohol. They take the concept of the selzter, but in place of the booze, they use the famous mood enhancer instead. Oto’s Elderflower & aromatic Juniper or Trip’s Peach Ginger can be the perfect accompaniment to an evening when you’re just not feeling like a beer or glass of wine.
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