Looking Back on the White Claw Summer: Inside the American Hard Seltzer Explosion

Key findings

Hard seltzers is a new category within alcoholic drinks which has grown rapidly in the last few years in the US, especially during the summer of 2019. This is because they offer a light and simple alcoholic drinks option that appeals to consumers looking to indulge in a more responsible way. White Claw has led the way, although all major brands have seen strong sales growth.

The growth of hard seltzers in many ways mimics that of non-alcoholic seltzers, which exploded in popularity in a similar way several years earlier. The example of LaCroix and its competitors suggests that the hard seltzers category will continue to grow stronglay, but it will also begin to fragment, with White Claw ceding share to a rising tide of new entrants.

Hard seltzers remains relatively immature, and the next few years will see a great deal of activity. New competitors will enter the category, challenging White Claw’s dominance, as players aim to push hard seltzers into new areas, especially the on-trade channel and countries outside of the US. Other alcoholic drinks categories will also aggressively target the core wellness-oriented consumers of hard seltzers.