Hard seltzers – a category just five years old – are already capturing nearly 10% of the total beer market in the US, according to the latest figures from Rabobank. And with the category already accounting for $4bn in sales, 50% growth next year – ‘an achievable goal’ – would see the category make further leaps forward.
And hard seltzers could reach 20% of total beer sales over the next 5 years, adds Rabobank.
'The industry is putting its money where its mouth is'
In the US, hard seltzers success is driven by a number of factors. They offer a highly approachable, entry-level alcohol drink. The high amount of flavor innovation holds interest in the category; while also appealing to drinkers who flit between categories. They also offer a new drink for the next generation – hard seltzers skew younger than overall beer. And they have also been driven by on-point launches and marketing from White Claw and Truly Hard Seltzer.
The question, of course, is whether this growth can be sustained in the coming years. The answer, says Rabobank, is a resounding yes.
“We expect significant sales growth in the hard seltzer market, and could see the hard seltzer category reaching 20% of total beer over the next five years. This would still be far less than the peak of the macro-light lager share, decades back (the market is far more fragmented now) but easy-drinking, very accessible products will always naturally have a large place in the industry
“Predictions from the industry are equally bullish, and the industry (both leaders and challenges) is putting its money where its mouth is, investing not just in marketing, but putting large cap-ex into production capabilities to keep up with surging demand
The Link LonkMarch 25, 2021 at 05:24PM
https://www.beveragedaily.com/Article/2021/03/25/Hard-seltzer-growth-will-continue-Rabobank
Hard seltzer growth will continue: Rabobank - BeverageDaily.com
https://news.google.com/search?q=hard&hl=en-US&gl=US&ceid=US:en
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