
Brewers Share Tips on Running Successful Hard Seltzer Brands
Posted by Grace Lee-Weitz, November 18, 2022
Earlier this year, we wondered if hard seltzer had lost some of its fizz. Turns out the bubble hasn’t popped yet. But the extreme growth of the category for the past three years has finally slowed down.
According to Drizly, for the first time in recent years, hard seltzer showed a seventeen percent year-over-year decrease during the 2022 Labor Day weekend. And during the summer, one of the busiest times of the year for pushing hard seltzer, Drizly reported sales dropping below last year’s Fourth of July numbers.
But despite the holiday slowdowns, the national eCommerce beverage platform did show that hard seltzer sales still have a 3.8 percent share in 2022, up from a 3.3 percent share of all sales in 2021.
While folks are still thirsty for hard seltzer, it has quickly become apparent that brands need to stand out on the shelf.
But how?
We spoke to several breweries, who have started their own craft hard seltzer brands over the past few years, to hear what has worked well for them, tips they have to share, and why you might not want to start a hard seltzer brand in today’s market.
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