Hard seltzer is having more than a moment. The rise of these effervescent, alcoholic drinks isn’t just a passing trend; the speed at which they’ve grown in popularity across demographics illustrates how big of a gap existed in the non-beer booze market. Consumers were hungry (or rather, thirsty) for more ready-to-drink (RTD) beer alternatives.

As hard seltzer has grown exponentially in popularity and companies flock to release their own low calorie spiked and sparkling options, the category is expanding to include wine spritzers and spirits-based RTD cocktails. More than a particular type of alcohol, hard seltzer can refer to any bubbly, water-based RTD hard beverage.

Crisper and with a lighter mouthfeel than beer, seltzers are generally smooth and easy to drink. Although initially seen as a lower ABV beverage when compared to wine or liquor, many companies are changing that perception, especially as we’ve seen a rise in RTD cocktails.

The growing number of options combined with their skyrocketing sales prove how quickly Americans have embraced these canned beer alternatives. Spirits makers from Jose Cuervo to Jack Daniels are getting in on the RTD fun.

One of the most popular on-premise  (ie: consumed in restaurants and bars) spirits brands in the world is Jack Daniels. Around 30 percent of their annual sales come from on-premise sales in the US alone. But in the midst of widespread restaurant and bar restrictions and closures due to the pandemic caused by the novel coronavirus, on-site sales are predictably declining; due to so many locations going off-line, Jack Daniels sales are down around seven percent.

What’s the best way to combat sluggish on-premise sales in the middle of a global pandemic? Create an off-premise beverage that people can enjoy in the shelter of their own homes, which is exactly what Jack Daniels did with their new whiskey based RTD cocktails.

The new RTD boasts “a perfect mix of” Jack Daniels with three different mixers: Whiskey & Seltzer, which contains five percent ABV, and the stronger Whiskey & Cola and Whiskey, Honey, & Lemonade, which both contain seven percent ABV.

Jack Daniels parent company, Brown-Forman remains optimistic about the brand’s future and says more innovation is to come. “You’ve got to find ways to get to consumers that are outside of the bars. But I think we will be pretty effective in communicating that and getting that to them” said CEO Lawson Whiting, promising “a lot of new work from the Jack Daniel’s family” is on the horizon.

In addition to the new whiskey offerings from Jack Daniels, vodka and gin distillers are entering the light and bubbly world of RTDs as well. Colorado’s own Lee Spirits Company recently received the distinction of distillery of the year for their RTD canned cocktails at the 2020 New York International Spirits Competition.

“We launched our canned cocktails in February and are very grateful for the amazing reception they have received from consumers across Colorado and Nebraska,” said co-founder Ian Lee. “To be named top ready to drink distillery along with additional individual awards for our two canned flavor profiles by the NY international spirit competition truly highlights the hard work our team put in during product development.”

The award winning flavors were Lee’s Strawberry Ginger Gin Lemonade, which bagged a gold medal, and Lavender Gin Lemonade, which garnered a bronze.

As distilleries continue to release such creative and innovative canned RTD cocktails, it’s unlikely that we will see beer’s popularity rise anytime soon.

Erin Grafton
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