The hard seltzer category’s unbelievable growth has cooled off slightly due to market saturation, but it is still a large market and booming trend in the beverage space. Consumers have a lot of choices, so small market entrants will need to differentiate themselves through their positioning; for example, they can lean on ingredient and functional benefits like hop extracts.

It is not new information that some consumers are looking for healthier alternatives to alcohol. According to IWSR, global consumption of beer, wine, spirits, and ready-to-drink products that contain little or no alcohol are expected to increase 31% by 2024. Additionally, beverages with hop extracts in North America have grown 183.3% from 2021 to 2022. It is important to note that while the beverages may have hop extracts, that does not mean that they contain alcohol. The below articles talk more about current trends in the hard seltzer and low alcohol space.

What we are reading:

HARD SELTZERS EXPECTED TO KEEP GROWING IN 2022
hard seltzers

Hudson Lindenberger, Forbes [Published November 5, 2021]

This article depicts what is in store for hard seltzers and ‘beyond beer’ in 2022, and how the trend continues to evolve. It includes an interview with Nik Modi, an analyst with RBC Capital Markets.

HARD SELTZERS ARE EVOLVING, NOT DYING
hard seltzers

The IWSR

This article addresses rumors that hard seltzers are on their way out, and discusses ways in which they are evolving to meet changing consumer demand and consumption habits.

HARD SELTZER SALES SLOWED DRAMATICALLY IN 2021. IS THE INDUSTRY DOOMED?
hard seltzers

Brooks Sutherland, Cincinnati Enquirer [Published December 16, 2021]

Short answer: no, hard seltzers are not doomed. But, sales are slowing. Part of this has to do with the increase of ready-to-drink cocktail options, and less consumers buying in bulk for at home during the pandemic. While the industry is certainly changing, hard seltzers are still very much a popular option in the alcoholic beverage space. This article addresses the timeline of hard seltzers and where they may go from here.

HARD SELTZERS LED THE WAY FOR GROWTH IN 2021
hard seltzers

Hudson Lindenberger, Forbes [Published January 11, 2022]

Thinking outside the box was key to success in the hard seltzer market in 2021. For top-selling new brands in the beverage space in 2021, hard seltzers held 20 of the top 25 spots, and the first 16 on the list were all hard seltzers.

Learn more about Kalsec solutions for hard seltzers with our Advanced Hop Products.

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