Prepared for Gabriele G. | Delivered June 5, 2020
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To provide an overview of the hard seltzer category, including the market size, turnover, key players, their marketing efforts, market potential, and key consumer groups.
Hard seltzer generated a revenue of
in the US in 2019, a tremendous increase from
in 2018. The category is expected to grow by
in 2020 to
The two key players in the US hard seltzer category are
by Mark Anthony Brand and
by The Boston Beer Co. Both brands represent
of the market's size.
More than half of US alcohol consumers drink hard seltzers once a week. According to a report by IWSR,
82.5 million nine-liter cases
of hard seltzer were sold in the US, this is larger than the volume of Vodka in the US. The volume is also expected to rise by more than
300% to 281 million
cases in 2023.
Hard seltzers now represent
of all alcoholic beverages in the US, an exponential increase compared to
the previous year. The category also represents
of all beer/malt sales in the US. Its current share of eCommerce sales is
, this figure is expected to rise to nearly
2% by 2023
Mark Anthony is expected to open a
production site by
to keep up with the demand of White Claw. The company is also investing in
in Arizona, New Jersey, and Glendale.
White Claw holds the largest market share of
, with Truly coming close behind. A-B’s
Bon and Viv
is currently regarded as the "
" player in the US market.
in the category include Corona Hard Seltzer, Natural Light Seltzer, Bud Light Seltzer, Barefoot, and High Noon.
On the global scale, the
top hard seltzer brands
are Bon and Viv, Smirnoff, Mother Earth Brewing, Sauza Agua Fuerte, Henry, White Claw, Natty Light, Nauti, PRESS, Nude Beverages, and High Noon Sun Sips.
are currently the biggest buyers of hard seltzers in the US.