The adult beverage market has seen some unexpected changes over the past few years. Beer, and even craft beers that were rising so rapidly just a few years ago, are now losing market share to the relatively new category of hard seltzer. 

Since Mark Anthony Brand’s White Claw first hit markets in 2016 this effervescent category has exploded, like so many cans of seltzer that were seemly shaken immediately before opening. With an increase in sales of over 200 percent in 2019 alone, hard seltzer is now a $2.5 billion industry. 

Part of the reason for spiked seltzer’s remarkable rise in popularity is its mass appeal.

Plenty of legal drinking age consumers don’t like the taste of beer or wine. Seltzers and ready-to-drink (RTD) canned cocktails offer this crowd a new kind of portable convenience. 

Seltzer comes in a variety of flavors (White Claw even offers a “Pure” flavor, meant to mimic a traditional vodka soda) so if you pick up a variety pack, everyone can find something that suits their tastes. And it turns out customers do appreciate having options, as such variety packs account for around 63 percent of hard seltzer sales. 

Craft breweries and distilleries are getting in on the game and pushing the space forward with organic, premium ingredients, spirits, and are even releasing stronger imperial seltzers for those who want a bit more kick. 

Spiked and sparkling beverages like Truly and especially White Claw led the charge in how seltzers are mass marketed. These early innovators didn’t try to promote hard seltzer to one gender over others. In spite of its effervescence and fruity flavors, neither White Claw nor Truly promoted themselves as girly or effeminate. 

To the contrary, we’re seeing a huge trend of hard seltzers advertising in professional sporting events, an arena historically seen as more traditionally male. During the Stanley Cup, Boston Beer’s Truly had a huge advertising presence rink side (and the Bruins aren’t even in the finals this year). And one of the NFL’s biggest advertisers, Bud Light, is promoting not just beer but its entire line of hard seltzers – both original and Platinum – during football games. 

According to market research company Nielsen, hard seltzer isn’t favored by one sex or gender over others. Although it’s most preferred by consumers ranging from 21 to 44 years old, that’s a pretty significant cross section of the drinks market. 

As beer has historically been marketed more heavily to men, it’s refreshing to see a category promoting a product on its merits alone, rather than antiquated notions of gender roles. Yet much of hard seltzers success has come from the fact that it’s not beer – consumers were thirsty for lighter, more flavorful alternatives. 

“It wasn’t about joining in what the beer industry was currently doing. It was smashing all those norms and creating something really fresh and unique,” said Zara Flynn, a marketing expert at the creative agency Rothco.

Subsequent seltzer brands owe White Claw and Truly a debt of gratitude for establishing a uniquely egalitarian beverage. 

Erin Grafton
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