How popular is hard seltzer?

At the beginning of 2018, 10 hard seltzer brands were on the market. At the beginning of 2019, 26 brands were on the market. In June 2020, 65 brands are on the market. (Jun 2020)
Nielsen

From March 7 to May 30, 2020 – in the heart of the pandemic – hard seltzers tallied $1 billion in sales, compared with $1.5 billion in all of 2019. (Jun 2020)
Nielsen

In the month of April alone, one million households in the U.S. bought hard seltzer for the first time. (Jun 2020)
Nielsen

Hard seltzer-correlated ready-to-drink cocktails drove $120 million in US off-premise sales in the 52-week period ending June 13, 2020, while growing at a 127% rate compared with the previous year. (June 2020)
Nielsen

In 2019, consumer interest in hard seltzer was up 992% year-over-year. (Dec 2019)
VinePair Audience Insights

Hard seltzer and other “seltzer-like” products command 2.6% of beverage alcohol market in the US. (Dec 2019)
ISWR

In 2019, US alcohol drinkers bought more hard seltzer by volume than vodka. (Dec 2019)
IWSR

55% of US alcohol consumers drink hard seltzer at least once a week, with an average of 2.83 cans per occasion. (Dec 2019)
IWSR

Less than 9% of American households have purchased hard seltzer. (Dec 2019)
Forbes

40% of hard seltzer drinkers are repeat customers. (Dec 2019)
Nielsen

 

Will hard seltzer grow in popularity?

Hard seltzer is predicted to exceed $2.5 billion in sales by the end of 2021. (Dec 2019)
VinePair

Hard seltzer sales are expected to grow to $4.7 billion by 2022. (Feb 2020)
UBS

Hard seltzer category will triple by 2023, reaching over 281 million cases. (Dec 2019)
IWSR

Hard seltzer sales are expected to double to $3.5 billion in 2020 and climb to $6.5 billion by 2024. (Feb 2020)
Grundy of Jefferies

The global hard seltzer market size is expected to reach USD 14.5 billion by 2027. (Aug 2020)
Grandview Research

 

What’s the most popular hard seltzer?

Halfway through 2020, White Claw and Truly held 77% of market share while the next top three brands, Bud Light Seltzer, Corona Seltzer and Smirnoff accounted for a combined 16% of sales. (Jun 2020)
Nielsen

Constellation Brands spent $40 million marketing their spring launch of Corona Hard Seltzer, the most ever invested in a single brand. (Jan 2020)
Constellation Brands

At the end of 2019, White Claw was the dominant hard seltzer brand, with 58% market share, with Truly in second place, holding 26% market share and Bon & Viv in third place, with 6% market share. (Dec 2019)
Nielsen

White Claw and Truly control approximately 85% of the hard seltzer market. (Dec 2019)
Guggenheim Partners

White Claw experienced a nationwide shortage in the US, in September 2019. (Sep 2019)
White Claw

 

Why do people like hard seltzer?

Consumers cite “refreshment” as the top hard seltzer attribute that appeals to them. (Dec 2019)
IWSR

Many hard seltzers feature low calories (100 or fewer per 12-ounces), low sugar (1 gram or less) and low carbs (1 to 2 grams). (Dec 2019)
VinePair

In 2019, five of the top 10 terms used to describe hard seltzer focused on low calories and low carbohydrates: “low carb,” “low calorie,” “keto,” “carbohydrate,” and “calorie.” (Dec 2019)
Social Standards


Who drinks hard seltzer?

The most likely regular wine drinkers to try hard seltzer are under the age of 35, and 73% of hard seltzer drinkers who also drink wine are under 45. (Jan 2020)

The most likely regular wine drinkers to try hard seltzer are under the age of 35, and 73% of hard seltzer drinkers who also drink wine are under 45. (Jan 2020)
Wine Intelligence

Hard seltzer drinkers spend an average of $219 more on alcohol per year than the average alcohol-buying household. (Dec 2019)
Nielsen

Hard seltzer drinkers are similar to craft beer drinkers; they’re white, college-educated millennials (ages 21 to 44), living in affluent neighborhoods with disposable income. Hard seltzer drinkers spend almost twice what drinkers of other categories do. (Dec 2019)
Nielsen

Hard seltzer drinkers spend $477 on off-premise alcohol purchases, which increased 10.2% from last year. (Dec 2019)
Nielsen

Hard seltzer is equally liked and purchased by men and women. (Sep 2019)
Bank of America

Hard seltzer accounted for 21% of millennial alcoholic beverage consumption in the last year. (Aug 2019)
Bank of America

 

Where is hard seltzer getting its market share?

60% of all US hard seltzer buyers, and 70% of drinking-age millennials, consider hard seltzer as its own category. Less than 10% consider it a type of beer. (June 2020)
Nielsen

Comparing March and April of 2020 with the same months in 2019, hard seltzer drinkers decreased their share of spending on beer and wine (5.6 and 4 share points, respectively). (June 2020)
Nielsen

52% of hard seltzer drinkers have substituted it for beer. (June 2020)
Nielsen

In 2019, hard seltzer sales grew 226% while total beer sales grew less than 1%. (Feb 2020)
Grundys of Jefferies

One-third of drinkers who would drink hard seltzer on draft would mix it into a cocktail and slightly less than a third would mix it with a single spirit. (Feb 2020)

Nielsen

Hard seltzers and FMBs represent 12.8% of the beer category. (Dec 2019)
IWSR

Hard seltzer consumers are distinct from flavored malt beverage (FMB) buyers; 90% of households that buy FMBs have not bought hard seltzer. (Dec 2019)
IWSR

Consumers giving up beer for hard seltzer are “trading up” for higher dollar offerings, in the $33 per case range. (Dec 2019)
IWSR

40% of hard seltzer drinkers are coming from wine and spirits, with 10% coming from vodka alone. (Dec 2019)
IWSR

27% of hard seltzer consumption is being sourced from beer. (Dec 2019)
IRI

Craft beer drinkers are two times more likely to buy hard seltzer than the average drinker. (Dec 2019)
Nielsen

In 2019, hard seltzer was the single most popular type of “beer.” (Dec 2019)
VinePair Audience Insights

 

Where is hard seltzer sold?

 Hard seltzer accounted for $2.7 billion in off-premise sales over the 52-week period ending June 13, 2020. (Aug 2020)
Nielsen

Nielsen CGA measurement shows that hard seltzer dollar sales are up 500 percent from 2018 to 2019 in the U.S. on-premise space, which provides a growth avenue for at-home consumption. (July 2020)
Nielsen

During the 15-week period ending June 13, 2020, off-premise hard seltzer sales within U.S. retail quadrupled on a year-over-year basis, an increase of $900 million. (June 2020)
Nielsen

Number of adults drinking hard seltzer at bars and restaurants grew 73% between spring and fall 2019; equates to 7.3 million more drinkers ordering hard seltzer. (Feb 2020)
Nielsen

Nearly three-quarters of on-premise hard seltzer drinkers in US expect the category to become more popular. (Feb 2020)
Nielsen

90% of hard seltzer sales occurring at off-premise retailers. (Dec 2019)
IWSR

Hard seltzer sales at off-premise retail stores reached $1.3 billion over 52-week period ending November 2, 2019. (Dec 2019)
Nielsen

In 2019, Drizly’s hard seltzer sales grew to account for 10% of its combined beer, cider and seltzer category. (Mar 2020)
Beverage Media Group

E-commerce sales of hard seltzer will increase from 0.8% to 2% by 2023. (Dec 2019)
IWSR