Hard seltzer products continue to see meteoric growth in the US, capturing consumers from all demographics and age groups, according to Brandy Rand, the COO of IWSR.
Hard seltzer volume in the US totaled 82.5 million cases in 2019 and it is expected to reach over 281 million cases by 2023. The category now represents a 2.6% share of total beverage alcohol in the US.
Mark Anthony Brands, which produces White Claw hard seltzer, estimates that 40% of the brand’s consumers are wine and spirits drinkers.
Source: Brewbound, January 2020