American spending on hard seltzer has spiked 210% from the previous year. Demand is so high that liquor stores nationwide have run out of White Claw, a popular brand of the boozy beverage. (hereandnow)
Demand for hard seltzer has spiked so high over the past year that liquor stores nationwide have run out of one popular brand of the boozy, bubbly beverage.
The shortage speaks to a major trend in the alcohol market: American spending on hard seltzer has spiked 210% from the previous year, according to data from Nielsen Holdings.White Claw, Sam Adams’ Truly Hard Seltzer and other spiked seltzers get their alcoholic kick from malt, which is also used to brew beer because it’s taxed less than liquor, says Craig GiammonaSeltzer companies face the challenge of covering up the beer taste from the malt without making the drink too sweet, he says.
But Giammona questions whether consumers will stay loyal to these two dominating brands as more companies come out with similar products. “You've seen people kind of gravitate towards these drinks that maybe they think taste a little better than beer,” he says. “Beer really is the loser here in all of this.”
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