Hard Seltzers have been an even bigger hit this summer. What can producers do to ensure their popularity as the seasons change, especially as COVID-19 and stay at home orders linger?

States have been re-opening at vastly different paces. We are in an uncertain time. There is yet to be a vaccine, and states like California — which opened perhaps too soon — saw a spike in cases and a swift re-shutdown. Hopes for normalcy before the end of the year are dwindling.  

Over these last few months, we have seen people adapt to stay at home orders with Zoom Happy Hours, virtual beer festivals and live-streaming concerts. And while the internet offers some outlets for social hang outs, people have also found solace in the warm weather and the outdoors.   

Many restaurants in hard-hit states including California and New York have reopened dine-in with outside seating only, while Michigan has limited indoor gathering to groups of 10 or less. However, outdoor recreation areas allow larger numbers of people to gather with social distancing and mask rules in place. Health officials have generally agreed that gatherings in outdoor spaces are much safer than indoor gatherings in terms of COVID-19 spread. Following this, some people have set rules in their own backyards as a way to get some much needed social time with friends and family. Social distance BBQ, anyone? 

While outdoor gatherings may be fine and good for Californians as summer turns to fall, other states aren’t so blessed with mild weather. As the weather turns colder across the U.S., and stay at home orders don’t cease, group gatherings may lessen, despite the arrival of the holidays.  

So far, hard seltzers have proven to be the perfect summer social drink. Popular variety 12-packs encourage sharing, and seltzers have fresh, crisp, fruit and citrus flavors — watermelon, lime, mango — which call out for hot weather. To keep up momentum in the fourth quarter, it might do hard seltzer producers good to look to hard cider brands for fall and winter seasonal flavor offerings. For example, Boston Beer Company’s Angry Orchard produces a fall/winter variety pack every year, with seasonal flavors featuring warm spices like cinnamon and ginger. 

If hard seltzers begin to get creative with seasonal flavor offerings, they could redefine the winter warmer. Cincinnati-based hard seltzer brand, VIVE, is leading the pack with the introduction of a Pumpkin Spice flavor starting regional release in September.   

Packaging variations and premium flavors might also hold a key to fourth quarter market momentum. Just as Angry Orchard offers fall flavor packs, the brand also produces higher-end specialty flavors which come in large single bottles, perfect for sharing between two to four people. With small groups of consumers forced inside by cold weather, hard seltzers could potentially find their way into wine glasses at Thanksgiving dinner tables across the country. 

Stephanie Meade
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