Hard Seltzers
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Hard seltzers were originally invented by Nick Shields, in Wesport, Connecticut in november 2013. Since then it has grown in popularity and is expected to generate $2.5B in sales in 2021, and triple in size by 2023, according to the drinks business.com. Currently, the most popular brand is White Claw. Analysts contribute the success of hard seltzers by an increase in demand of more health-conscious consumers. Also, coinsiding with a surge of non-alcoholic sletzers like LaCroix. Hard seltzers can be found outside the US in Canada, Austrailia and the UK. White Claw launched in Canada in Febuary 2020, and has a registered trade mark in the UK.
White Claw is a brand that is owned by Mark Anthony Brands internations. It was introduced in 2016 with black cherry, ruby grapefruit, lime, raspberry, mango, and unflavored. Lemon, tangerine and watermelon were added in March 2020. It is made from a blend of seltzer water, gluten-free alcohol base (5%ABV/alcohol by volume), and fruit flavor. Based in Dublin, it was created as a brand for health-conscious people who want and alocholic drink, without the calories. Since launching in 2016, they've seen year after year growth. They were expected to have close to $4B in revenue in 2020. In the summer of 2019, White Claw accounted or 50% of total hard seltzer sales in the US, and that sales had grown 275% over the prior year. There is a $250M produciton facility in Glendale, AZ expected to have opened June 2020 and $385M towards two facilities, one being in New Jersey.
According to The Drinks Business.com, the top 3 biggest selling seltzer brands, are:
3)Bud Lite Seltzer, launched in 2020, 9% of the US market share.
2)Truly, launched in 2016, 21.8% US market share
1) White Claw, launched in 2016, 58.6% of US market share
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