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Research Outline
Prepared for Gabriele G. | Delivered June 9, 2020
Hard Seltzer
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Goals
To provide a global market overview of hard seltzer (size, turnover, key players, the market potential), key consumer groups, key players and their marketing efforts.
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Early Findings
Global Players
According to Market Info Reports, the top players in the global hard seltzer market include
Spiked Seltzer
, White Claw, Oskar Blues Brewery, Truly, Henry's, Pura Still, Nauti Seltzer, Smirnoff, Oskar Blues.
Recently Mark Anthony has launched White Claw in the UK. The company's CEO Davin Nugent says, "Making the decision to come here was an easy one, as consumers familiar with the brand in America have made sure to have their voices heard on our
social media channels
; demanding we bring White Claw to these shores."
US Market
In the US, the hard seltzer volume sold is currently at
82.5 million
nine-liter cases and it is forecasted to reach
281 million
cases by 2023, thus taking a market share of
2.6%
(together with other seltzer-like products) of the alcohol beverage market.
Ecommerce sales of the product in the US is currently
0.8%
and is expected to increase to
2%
in 2023.
In convenience stores in 2019, the hard seltzer retail sales amounted to
$957 million
.
The group most interested in hard seltzer is between
25-34 years
old, male, and earn more than
$150,000
per year. The age group that follows is 35-44 years old.
Hard seltzers serves that portion of the market that is seeking for alcohol beverage alternatives that are "refreshing and flavorful, but also
low-calorie and low-sugar
." According to Sanjiv Gajiwala of Mark Anthony Brands, 80% of households shop in convenience channels and
75% of them
are seeking healthy options.
Summary of Findings
During the initial hour of research, we focused on finding global market information for the hard seltzer segment.
We found that information on the global market size is
behind
paywall
s. Also, there were no statistics available that would allow us to estimate the market size. We were, however, able to find information on key players in the market.
Information on the market in the US is available and we have provided some insights regarding this market above.
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