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In an ecosystem as diverse as the alcohol category, any moves by behemoths tend to create opportunity in the margins. The same is true of hard seltzer.
The reality of the hard seltzer sector is going to look wildly different for the top-10 selling brands than pretty much everyone else. Such is life in a big ecosystem with both whales and minnows. While there's space to play and evolve, it’s not a given that a small brewery should step into this arena and expect “craft” to give their alcoholic water an advantage. Success in this space of largely taste-alike products will be more complex—but also more interesting for producers with a head for brand and marketing. Sign up to read more.
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Words by Bryan Roth