The hard seltzer market has experienced unprecedented growth in recent years, with sales skyrocketing and new brands emerging left and right. But as the market becomes increasingly saturated, the question on everyone’s mind is: what’s next? In this article, we’ll explore the trends, innovations, and emerging categories that could potentially disrupt the beverage industry and become the next big thing.
The Rise of Hard Seltzer
Before we dive into what’s next, let’s take a look at how we got here. Hard seltzer, a low-calorie, low-carb, and low-ABV alternative to beer and wine, has been around for decades. However, it wasn’t until the launch of White Claw in 2016 that the category truly took off. Since then, the market has grown exponentially, with sales projected to reach $10 billion by 2025.
So, what drove the success of hard seltzer? Several factors contributed to its popularity:
- Low calorie count: Hard seltzer typically ranges from 90 to 120 calories per serving, making it an attractive option for health-conscious consumers.
- Low ABV: With an average ABV of 5%, hard seltzer is a more approachable and sessionable beverage compared to beer and wine.
- Flavor variety: Hard seltzer comes in a wide range of flavors, from classic lime and grapefruit to more unique options like cucumber and mint.
- Marketing and branding: Hard seltzer brands have been successful in creating a strong brand identity and marketing their products as a fun, social, and Instagrammable beverage.
Emerging Trends and Innovations
As the hard seltzer market continues to evolve, several trends and innovations are emerging that could potentially disrupt the industry:
Seltzer-Based Spirits
One trend that’s gaining traction is the rise of seltzer-based spirits. These beverages combine the low-calorie and low-ABV benefits of hard seltzer with the flavor and sophistication of spirits. Brands like Pernod Ricard’s Cîroc Vodka Seltzer and Diageo’s Smirnoff Spiked Seltzer are already capitalizing on this trend.
Cannabis-Infused Beverages
Another emerging trend is the rise of cannabis-infused beverages. As cannabis becomes increasingly legalized and socially accepted, brands are exploring ways to incorporate it into their products. Cannabis-infused seltzers, like those from brands like Cann and Lagunitas, offer a unique and potentially lucrative opportunity for growth.
Hard Kombucha
Hard kombucha, a fermented tea drink with a slightly sour taste and a range of health benefits, is another emerging category. Brands like JuneShine and Boochcraft are already making waves in the market, offering a unique alternative to traditional hard seltzer.
Low- and No-ABV Options
As consumers become increasingly health-conscious, low- and no-ABV options are gaining popularity. Brands like Seedlip and Ritual Zero Proof are offering high-quality, non-alcoholic spirits that mimic the taste and experience of traditional spirits.
The Next Big Thing: Emerging Categories
Based on current trends and innovations, several emerging categories could potentially become the next big thing in beverages:
Hard Tea
Hard tea, a fermented tea drink with a slightly sweet and tangy taste, is gaining traction in the market. Brands like Owl’s Brew and TeaHaus are already offering a range of flavors and styles.
Hard Coffee
Hard coffee, a caffeinated beverage that combines the benefits of coffee with the social aspect of drinking, is another emerging category. Brands like La Colombe and High Brew are already making waves in the market.
Hard Soda
Hard soda, a carbonated beverage that combines the nostalgia of traditional soda with the sophistication of craft beer, is another emerging trend. Brands like Henry’s Hard Soda and Small Town Brewery are already offering a range of flavors and styles.
Conclusion
The next big thing in beverages is likely to be a category that combines the benefits of hard seltzer with emerging trends and innovations. Whether it’s seltzer-based spirits, cannabis-infused beverages, or hard tea, the possibilities are endless. As the market continues to evolve, one thing is certain: the future of beverages will be shaped by consumer demand for low-calorie, low-ABV, and unique options.
What’s Next for Hard Seltzer?
As the hard seltzer market becomes increasingly saturated, brands will need to innovate and adapt to stay ahead of the curve. Here are a few predictions for what’s next for hard seltzer:
- Increased focus on sustainability: As consumers become increasingly environmentally conscious, hard seltzer brands will need to prioritize sustainability and eco-friendliness.
- More unique and exotic flavors: As the market becomes increasingly crowded, brands will need to differentiate themselves with unique and exotic flavors.
- Greater emphasis on wellness and health: As consumers become increasingly health-conscious, hard seltzer brands will need to prioritize wellness and health benefits.
Ultimately, the next big thing in beverages will be shaped by consumer demand and emerging trends. As the market continues to evolve, one thing is certain: the future of beverages will be shaped by innovation, creativity, and a willingness to take risks.
What is the current trend in the beverage industry, and how does it relate to hard seltzer?
The current trend in the beverage industry is shifting towards low-calorie, low-sugar, and low-carb drinks. This trend is driven by the growing health consciousness among consumers, who are increasingly seeking out beverages that are not only refreshing but also align with their wellness goals. Hard seltzer, with its low calorie and sugar content, has been a major beneficiary of this trend, experiencing rapid growth in recent years.
As the market becomes increasingly saturated with hard seltzer brands, manufacturers are looking for ways to innovate and differentiate their products. This has led to the emergence of new flavors, ingredients, and formats, such as hard seltzer with functional benefits like probiotics or CBD. The next big thing in beverages is likely to build on this trend, offering consumers even more options for healthy, convenient, and enjoyable drinks.
What are some potential candidates for the next big thing in beverages?
Several categories are emerging as potential candidates for the next big thing in beverages. One of these is hard kombucha, which combines the health benefits of kombucha with the convenience and flavor of hard seltzer. Another contender is canned cocktails, which offer a premium and convenient alternative to traditional cocktails. Other possibilities include hard tea, hard coffee, and even hard water, which could appeal to consumers looking for a low-calorie and low-sugar alternative to traditional soda.
These emerging categories share some common characteristics with hard seltzer, such as low calorie and sugar content, convenience, and a focus on health and wellness. However, each category also offers unique benefits and flavor profiles that could appeal to different segments of the market. As the beverage industry continues to evolve, it’s likely that one or more of these categories will emerge as the next big thing.
What role will sustainability play in the next big thing in beverages?
Sustainability is becoming an increasingly important factor in the beverage industry, with consumers seeking out brands that prioritize environmental responsibility and social impact. The next big thing in beverages is likely to incorporate sustainable packaging, sourcing, and production practices, such as using recycled materials, reducing water waste, and sourcing ingredients from environmentally responsible suppliers.
Brands that prioritize sustainability are not only appealing to consumers’ values but also reducing their environmental footprint and mitigating the risks associated with climate change. As the industry continues to evolve, sustainability is likely to become a key differentiator for brands, with consumers increasingly seeking out products that align with their values and priorities.
How will the next big thing in beverages be marketed and distributed?
The next big thing in beverages is likely to be marketed and distributed through a combination of traditional and digital channels. Social media platforms, influencer marketing, and online advertising will play a key role in reaching younger consumers and building brand awareness. At the same time, traditional channels like in-store promotions, sponsorships, and events will continue to be important for building brand visibility and driving sales.
Distribution channels are also likely to evolve, with a growing focus on e-commerce, direct-to-consumer sales, and delivery services. This will enable brands to reach consumers more directly and efficiently, while also providing a more personalized and convenient shopping experience. As the industry continues to evolve, brands will need to be agile and adaptable in their marketing and distribution strategies to stay ahead of the competition.
What are some potential challenges and risks associated with the next big thing in beverages?
One potential challenge associated with the next big thing in beverages is regulatory uncertainty. As new categories emerge, there may be a lack of clear guidelines or regulations governing their production, labeling, and sale. This could create risks for brands and consumers alike, particularly if products are not properly labeled or contain unapproved ingredients.
Another potential risk is consumer fatigue, as the market becomes increasingly saturated with new and innovative products. Brands will need to work hard to differentiate themselves and build brand loyalty, while also ensuring that their products meet consumers’ evolving needs and expectations. Additionally, there may be risks associated with sourcing and supply chain management, particularly if brands are relying on new or untested ingredients.
How will the next big thing in beverages impact the traditional beverage industry?
The next big thing in beverages is likely to disrupt traditional categories and business models, particularly in the beer, wine, and spirits industries. As consumers increasingly seek out low-calorie, low-sugar, and low-carb drinks, traditional brands may need to adapt their products and marketing strategies to stay relevant.
This could lead to a shift in market share, as new and innovative brands gain traction and traditional brands struggle to keep up. However, it could also create opportunities for traditional brands to innovate and expand their product portfolios, particularly if they are able to leverage their existing distribution channels and brand recognition.
What can consumers expect from the next big thing in beverages?
Consumers can expect the next big thing in beverages to offer a range of benefits, including low calorie and sugar content, convenience, and a focus on health and wellness. They can also expect a wide range of flavors and formats, from functional ingredients like probiotics and CBD to new and innovative packaging formats.
Ultimately, the next big thing in beverages will be driven by consumer demand and preferences. As consumers increasingly seek out healthy, convenient, and enjoyable drinks, brands will need to innovate and adapt to meet their needs. This could lead to a more diverse and dynamic beverage market, with a wider range of options for consumers to choose from.