Consumer Insights from Our Conversation with Amy Walberg of PRESS

With slim cans, bolded calorie counts and lower ABVs, hard seltzer tends to market towards consumers that engage in active, health-conscious lifestyles. While there has been some debate about whether or not seltzers appeal more to women than men, many hard seltzer brands are equally popular among both genders, despite women making up about 40% of all alcohol consumed. These numbers could mean that more women are entering the alcoholic beverage category.     

In an exclusive interview with Hard Seltzer News, the founder of PRESS Premium Alcohol Seltzer, Amy Walberg, discussed her brand and its popularity among active consumers. Walberg, a mother of two, started PRESS when she was newly single, five years ago. In the interview, Walberg touched on a crucial point when it comes to uncovering why hard seltzers are successful with moms, specifically. 

“alcohol seltzers provide an entry point into the alcohol category overall — particularly for women — for discerning individuals who want to enjoy the moment but to stay in the moment.” -Amy Walberg. 

Active lifestyles don’t just apply to gym rats and runners. This idea of taking time to savor small moments, while remaining alert, can deeply appeal to moms, and parents in general, who need enough awareness to keep moving and keep a step ahead of their kids. Mitigating messes, towing kids to sports practice, coordinating playdates and prepping meals — parenting demands great deals of time and energy.

It’s often difficult for parents to take time to decompress and practice self-care. And, unfortunately, studies have shown that moms still bear the brunt of parenting stress.  

Here’s where hard seltzers come in.

Walberg found that a light, food-friendly, lower ABV option didn’t really exist before she started PRESS in 2015. Dinner time can offer moms the perfect moment to sit back and savor.

“I like beer, but not always — especially not with my fettuccini — and, as a mom, wine is lovely, but I also need to be in the moment…” Walberg said. “So, I just wanted something that I could pair with food, but didn’t have to have a margarita dictate that I was going to have tacos or enchiladas that night or pizza and my beer.”

Many women feel that there’s a stigma behind moms who drink. Walberg asserted that there’s nothing wrong with enjoying an alcoholic beverage responsibly as a mother. The freedom to be able to responsibly enjoy on the go is one other way seltzers like PRESS can appeal to moms.  

“PRESS has a lower ABV which allows for more occasions — while making dinner, or day events,” Walberg said. 

And, while hard seltzer appeals to moms, it has proved that it can’t be boxed into a single gender or lifestyle, especially as more and more brands pop up. Seltzer’s mass appeal allows any consumer to throw a little fun and flavor into everyday life without feeling bogged down.  

As Walberg said, “It’s a drink that you can take along and celebrate on a hike or with friends on an adventure.”

Stephanie Meade
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