![]() ![]() At the end of 2022, hard seltzer is basically the number-five beer subcategory by volume in chain retail, coming in behind a near-tie between craft beer and premium plus, a subcategory dominated by Michelob Ultra. (Craft beer’s share of beer is down -0.5% since 2019.) Take that in: Hard seltzer made up a bigger slice of the beer market in 2022 than it did during that pre-pandemic, White Claw-crazed year when the stuff seemed to be everywhere in pop culture. Hitting 10% of dollars was once seen as a dream scenario.įor comparison, craft beer currently makes up 9% of beer volume and almost 13% of dollars in chain retail thanks to a wide range of price points.īy total volume, seltzer will decline about -17% against last year while craft will be down about -11.5%ĭespite these changes, seltzer has still added +4.3% share of the beer category over 2019, the zenith of hard seltzer’s “ain’t no laws” ascendancy. In 2022, malt-based hard seltzers make up 7.4% of total beer volume, and about 9.5% of dollar sales in chain retail stores tracked by market research company IRI. This isn’t a death knell, rather a stabilization point as hard seltzer reaches its maintenance phase. What feels different this time is that hard seltzer growth has, in fact, stalled: For the first year ever, 2022 will end with hard seltzer volumes falling compared to the year prior. drinkers continue to buy millions of cases of the stuff. We’ve been here before: Industry watchers are confident in declaring hard seltzer down for the count, while U.S. Big plays, smart moves, and otherwise curious indicators of beer's possible future. From Barons to Barrels with Captain Pabst.Message in a Bottle with Brewery Ommegang.Beer is Labor with East Brother Beer Co.Let Go or Get Dragged by Jerard Fagerberg. ![]() Ferments at Low Temps by Stephanie Byce. ![]()
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