The value of the hard seltzer category is expected to reach $4.36 billion globally by 2028 while growing at a CAGR of 8.2% from 2021-2028. The sustained growth is due to the appeal of hard seltzers as low-calorie, low-ABV drinks with diverse flavors, packaging options, and popularity on social media.
The journey for hard seltzer has been anything but straightforward since the hot start for White Claw. However, optimism around the category remains strong, as illustrated by several recent developments including Heineken's acquisition of a stake in Ellie Goulding's Served brand and AB InBev's introduction of hard seltzer Corona Tropical in the UK.
The current 'sober-curious' movement among younger legal drinking-age consumers has also provided some optimism for the category, with this factor "expected to drive the growth of the global hard seltzer market in the coming years,” according to a report from The Insight Partners. [The Drinks Business]
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