Hard seltzer sales reached a total of $1.5 billion in the US off-premise and $1.2 billion on-premise in 2019, according to a new report from Nielsen CGA.
Between spring and fall of 2019, 7.5 million drinkers tried hard seltzer in the on-premise alone, many of which switched from other categories. 52% of consumers surveyed substituted hard seltzer for beer, while 40% elected hard seltzer over cocktails.
However, Nielsen predicts vodka may benefit from the seltzer trend with 69% of those surveyed open to drinking a hard seltzer mixed with vodka.
Source: The Drinks Business, February 2020