What is the fastest growing category in wines and spirits – Rosé, box wine, craft beer or hard seltzer?
Hint: The category has increased by triple digit percentages in each of last two years and 2020 is expected to be even better.
Hint: The category is not new. In 1993 Coors introduced Zima in response to popular wine coolers (remember those fruity multi-colored six packs).
Answer: The category is HARD SELTZER, a flavored malt beverage that is a combination of seltzer water, alcohol (4-6% ALC) and a hint of fruit flavor. The leading brands are White Claw with over 300% increase and Truly with nearly 200% increase in past year. The category now includes heavyweights like Corona, Budweiser and Smirnoff, and Whole Foods merchandiser says White Claw is their “top SKU”.
But the latest rage is High Noon hyped as “made with real vodka, real juice and sparkling water”. On a recent summer week, the store received their weekly delivery and 30 High Noon cases were sold in 2 hours. Not a day goes by without someone asking if the store carries High Noon – happy hunting…
Cheers, Bob the WineGuy
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