In a time of growing economic uncertainty, one industry stands out among the fiscal decline: hard seltzer. This light, bubbly booze has quickly become the largest segment of alcohol sales, with well over 200 percent growth in 2019 alone.

Hard seltzers are favored by younger legal-drinking-age (LDA) consumers. They are a favorite among those looking for a healthier alternative to sugar and carb-filled beers and wine, and less alcohol than hard liquor. The average hard sparkling water is gluten-free, contains around five percent alcohol, less than 100 calories per 12 oz. can, and little to no sugar or carbs.

Seltzer sales have skyrocketed since Mark Anthony Brand’s White Claw first hit the market in 2016. If sales continue to grow at this rate, by 2027 the hard seltzer industry could be worth $14.5 billion, according to projections from Grand View Research.

This trend is driven largely by LDA millennials looking for healthier choices with lower alcohol content. While most sales have come from the US, international markets in Europe, Asia, and Australia are getting in on the bubbly fun, too.

After a fan-lead social media campaign to bring White Claw to Australia, the iconic seltzer will be available down under starting in October. Although the Claw will face its share of competition, as Aussie brewers have been distinguishing themselves with their own seltzer offerings.

The UK is another quickly emerging market. Both AB InBev and Smirnoff have released popular hard seltzers in recent months. In June, Smirnoff released two unique flavors: Orange & Grapefruit and Raspberry & Rhubarb.

As the hard seltzer craze continues to grow abroad as quickly as it took the US by storm, it’s easy to see why Grand View Research predicts such an increase in market value.

Erin Grafton
Latest posts by Erin Grafton (see all)