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International News

that hard seltzer is one of the fastest-growing alco-
holic beverage categories globally. From 2016 to
2021, its industrial growth in the US is projected
to average 128% per year (estimates made before
COVID struck).

In 2020, the size of this industry was worth 1.8
billion dollars and was projected to grow by 35%
in 2021. From June 2019 to June 2020, its sales
reached 2.7 billion dollars, accounting for more
than 10% of non-liquor alcohol sales. Although it
has been around for centuries, millennial consum-
ers demand healthier, lower-calorie; gluten-free
alcoholic beverages have helped spearhead the
segment’s growth. Only 4% of US households pur-
chased hard seltzer in the year before 2019, and
it was almost unknown internationally. The rapid
growth rate allows new entrants with significant
finances or great marketing to gain hard seltzer
market share. The spirited fight is particularly from
large beer and spirits firms concerned about losing
beer and spirits market share. In 2016 Anheuser-
Busch, an American brewing company headquar-
tered in Saint Louis, Missouri, purchased Boathouse
Beverages hard seltzer brand. Anheuser-Busch then
renamed the Spiked Seltzer to Bon and Viv spiked
seltzer. After renaming the brand, they used the
Super bowl to advertise the new brand, quickly
gaining the hard seltzer market share.

The stats are good enough to attract investors
into the seltzer market, but what is really in for
individuals since the actual consumers are the bare
facts behind the stats? When you consider all of
the nutritive qualities it provides, such as low cal-
ories and carbs, lower alcohol content, gluten-free
additives, and low sugar content, hard seltzer
appears to be an appealing option. However, an
individual may need to dig deeper to determine
whether they consume legitimate brands that
provide the stated benefits. The reason for explor-
ing the brands is that unscrupulous players in the
industry may mislead consumers with wrong infor-
mation on the contents of their products, hence
endangering consumer health.

Reduced alcohol consumption also equals fewer
calories. The majority of hard seltzers come in
12-ounce canisters and have about 100 calories.
The quantity of sugar in hard seltzer varies by
brand. However, the most common hard seltzer
brands generally advertise their low sugar level,
usually less than 3 grams per serve.

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