<ul class="summary-list"><li><keyword id="11964172" type="UNKNOWN" weightage="60" keywordseo="hard-seltzer" source="Orion">Hard seltzer</keyword> is here to stay, experts say, but the craze that swept the nation is officially over.</li><li>Hard seltzers like <keyword id="12426322" type="UNKNOWN" weightage="60" keywordseo="white-claw" source="Orion">White Claw</keyword> became hugely popular in 2019, leading major brands to follow suit.</li></ul><p>After roughly three years of hard-seltzer domination, Americans' love of the canned beverage may be fizzling out. </p><p><keyword id="12426326" type="UNKNOWN" weightage="60" keywordseo="molson-coors" source="Orion">Molson Coors</keyword> has nixed Coors Seltzer. <keyword id="12387887" type="UNKNOWN" weightage="60" keywordseo="truly" source="Orion">Truly</keyword>'s parent company is <a href="https://www.businessinsider.com/truly-extra-cases-thrown-away-why-not-discounted-2021-10">dumping "millions of cases"</a> of the hard seltzer. And beverage industry experts are warning that the seltzer craze is on the way out as sales wane across the sector. </p><p>It's a cool-down for a category that took over the alcohol industry as recently as 2018, spurring major investment from beer companies and inspiring almost too many upstart seltzer brands to count. And while hard seltzer sales may have boomed in 2020 as the pandemic kept people either at home or outdoors, that momentum is waning in 2021. </p><p>Here's where the seltzer craze began - and why it's appears to be over.</p><h2>Seltzer goes from struggling upstart to nationwide craze</h2><p>Hard seltzers have <a href="https://www.thrillist.com/news/nation/history-of-white-claw">been around for years</a> - <keyword id="12426324" type="UNKNOWN" weightage="60" keywordseo="bon-viv" source="Orion">Bon &amp; Viv</keyword> launched in 2013 and even White Claw and Truly have been on the market since 2016.</p><p>But it wasn't until 2018 that the seltzer craze took off, due in large part to people posting about White Claw on social media. The <a href="https://www.foodnetwork.com/fn-dish/news/white-claw-hard-seltzer-iced-tea-new-flavors-2021">hashtag "#ClawLife"</a> was born, and then, in 2019,  YouTuber Trevor Wallace made a parody video dubbing 2019 "White Claw summer" and cementing the catch-phrase "ain't no laws when you're drinking Claws." </p><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">-Trevor Wallace  (@TrevWall) <a href="https://twitter.com/mims/statuses/1143695664259325954?ref_src=twsrc%5Etfw">June 26, 2019</a></blockquote><p>Sales of seltzer skyrocketed, and White Claw sales alone quadrupled, from $154.8 million in 2018 to $627.2 million in 2019, <a href="https://www.bloomberg.com/news/articles/2019-11-08/hard-seltzer-craze-makes-white-claw-creator-a-multibillionaire?sref=BWbpWjRm">according to Bloomberg</a>. </p><p>By the end of summer 2019, <a href="https://www.businessinsider.com/white-claw-shortages-increase-supply-2019-9">White Claw was in short supply</a>, leading its parent company, Mark Anthony Brands, to <a href="https://www.businessinsider.com/white-claw-parent-company-invests-250-million-demand-report-2019-9">invest $250 million ramping up production</a>. </p><p>The seltzer craze had officially swept the nation, luring everyone from <a href="https://www.businessinsider.com/white-claw-beloved-by-bros-2019-8">fraternity bros to the gluten-free</a>. Analysts were predicting that sales of Truly would grow threefold by 2021 and the brand's parent company, Boston Beer Company, <a href="https://www.businessinsider.com/white-claw-parent-company-invests-250-million-demand-report-2019-9">inked a deal with the National Hockey League</a>. By October 2019, Truly announced it was <a href="https://www.businessinsider.com/truly-hard-seltzer-flavors-change-white-claw-dominates-2019-10">overhauling its flavors</a> in an attempt to snatch some market share from White Claw. </p><p>At the same time, <keyword id="12426327" type="UNKNOWN" weightage="60" keywordseo="natural-light" source="Orion">Natural Light</keyword> and PBR announced plans to <a href="https://www.businessinsider.com/natty-light-pbr-four-loko-take-on-white-claw-2019-8">roll out affordable hard seltzers of their own</a>, and Four Loko promised a hard seltzer with a staggering 14% ABV.</p><p>UBS estimated at the time that hard seltzer could grow to be <a href="https://markets.businessinsider.com/news/stocks/beer-companies-stocks-best-for-hard-seltzer-boom-ubs-2019-7">a $2.5 billion beverage category</a> by 2021.</p><h2>2020 brings about new seltzer brands - and heavier drinking</h2><div type="image" title="Cases of Corona Seltzer on a shelf in a store" height="1875" width="2500" msid="87402105" hostid="261"></div><p>By the first quarter of 2020, the seltzer market was officially saturated. Constellation Brands - the owner of Corona, Kim Crawford wines, and Svedka vodka - launched Corona Seltzer, spending $40 million on marketing alone, <a href="https://www.cnbc.com/2020/01/08/corona-maker-constellation-pumps-40-million-into-seltzer-launch.html">CNBC reported</a>. </p><p>Anheuser-Busch InBev debuted <keyword id="12426323" type="UNKNOWN" weightage="60" keywordseo="bud-light-seltzer" source="Orion">Bud Light Seltzer</keyword>, which immediately took off, becoming the third-most-popular seltzer in the US weeks after launching, <a href="https://www.cnn.com/2020/02/19/business/bud-light-seltzer-sales/index.html">CNN reported</a>, citing Nielsen data. And in September 2020, <a href="https://www.delish.com/food-news/a33994769/coors-spiked-seltzer/">Molson Coors launched Coors Seltzer</a> in four flavors: black cherry, grapefruit, lemon lime, and mango. </p><p>And then there were a slew of smaller players that launched between 2018 and 2020: Malibu Splash, High Noon, Arctic Summer, Wild Basin, and a dozen more.</p><p>By the time the pandemic hit, the hard seltzer market was ready. Trapped at home as the virus surged, Americans started drinking - a lot. <a href="https://jamanetwork.com/journals/jamanetworkopen/fullarticle/2770975">One study published in September 2020</a> found that drinking in the US was up 14% from the onset of the pandemic, with <a href="https://www.businessinsider.com/americans-drinking-more-alcohol-2020-pandemic-hard-seltzer-sales-growth-2020-11">hard seltzer helping to fuel the trend</a>.</p><h2>Hard seltzer has a promising start to 2021</h2><div type="image" title="A box of Bud Light Seltzer." height="3000" width="4000" msid="87402106" hostid="261"></div><p>The hard seltzer category saw $4.5 billion in sales from May 2020 to May 2021 with White Claw and Truly combined making up 75% of the market share, according to NielsenIQ data shared with <a href="https://www.businessinsider.com/white-claw-truly-bud-light-most-popular-hard-seltzers-and-newer-brands-2021-6">Insider's Mary Meisenzahl</a>.</p><p>Bud Light Seltzer remained in third, and in February, <keyword id="12426325" type="UNKNOWN" weightage="60" keywordseo="ab-inbev" source="Orion">AB InBev</keyword> said its "beyond beer" category, which includes seltzer, had topped $1 billion, <a href="https://www.businessinsider.com/reviews/out?u=https%3A%2F%2Fwww.wsj.com%2Farticles%2Fhard-seltzers-help-bud-brewer-regain-some-sparkle-11614252810%3Fmod%3Darticle_inline">The Wall Street Journal reported</a>. </p><p>In March, rapper Travis Scott partnered with AB InBev to <a href="https://www.businessinsider.com/travis-scott-cacti-seltzer-review">launch Cacti</a>, which <a href="https://www.businessinsider.com/travis-scott-cacti-seltzer-review">sold out its inventory in only 12 hours</a> after an ad aired during this year's Grammys. And Vizzy and Topo Chico Hard Seltzer, both owned by Molson Coors, started to make gains, particularly after the company said it would increase it seltzer production capacity <a href="https://www.businessofbusiness.com/articles/history-of-hard-seltzer-white-claw-truly-bud-light-cacti-comparison-travis-scott-constellation/">by 400%.</a></p><p>Ahead of the summer, analysts and business-owners predicted it was going to be <a href="https://www.nytimes.com/2021/05/30/business/white-claw-hard-seltzer-sales.html">"a big summer for hard seltzer,"</a> and <a href="https://www.businessinsider.com/white-claw-surge-higher-alcohol-hard-seltzer-summer-2021-4">White Claw launched Surge</a>, a new seltzer with 8% alcohol instead of the standard 5%.</p><h2>Signs of a slow-down emerged halfway through 2021</h2><div type="image" title="Empty White Claw and Bud Light Seltzer cans on the ground in Central Park during picnic" height="1666" width="2222" msid="87402108" hostid="261"></div><p>But by July, it seemed that seltzer's popularity was beginning to fade. Boston Beer founder Jim Koch <a href="https://www.cnn.com/2021/07/23/investing/truly-hard-seltzer-sales-slump/index.html">warned in the company's second-quarter earnings</a> that the "hard seltzer category and overall beer industry were softer than we had anticipated."</p><p><a href="https://www.bloomberg.com/news/articles/2021-07-23/america-s-taste-for-hard-seltzer-is-suddenly-starting-to-wane?sref=BWbpWjRm">Bloomberg Intelligence data</a> showed that hard seltzer sales had slowed to a crawl during the summer, and data from Jefferies and Nielsen found the same: Sales growth slowed to about 30% by July 2021, down from 165% in 2020, <a href="https://www.businessinsider.com/hard-seltzer-white-claw-truly-topo-chico-pandemic-eases-2021-7">Insider's Alex Bitter reported</a>.</p><p>Phil Lempert, a food analyst and founder of SupermarketGuru.com, told Insider at the time that a return to restaurants and bars was the likely culprit, with drinks like cocktails seeming like a more interesting option than a hard seltzer.</p><p>Even White Claw sales began slumping: White Claw sales dipped 12.8% during the first two weeks of September, <a href="https://www.winebusiness.com/news/?go=getArticle&amp;dataId=2512791279">Wine Business reported</a>, citing data from Evercore ISI.</p><h2>Molson Coors discontinued Coors Seltzer in the US after less than a year on the market</h2><p>Coors Seltzer met its demise in July after only a few short months on shelves. Molson Coors said at the time that it didn't think seltzer brands that were an offshoot of an existing beer brand performed well, according to <a href="https://www.beveragedaily.com/Article/2021/07/12/Molson-Coors-discontinues-Coors-Seltzer-in-the-US#">Beverage Daily</a>, and would opt instead to focus on two other seltzer brands in its portfolio: Vizzy and Topo Chico Hard Seltzer.</p><p>"We launched a number of hard seltzers in the US market and got two clear winners in Vizzy and Topo Chico Hard Seltzer," Molson Coors CEO Gavin Hattersley <a href="https://www.cnbc.com/2021/07/29/molson-coors-says-hard-seltzer-is-here-to-stay-puts-focus-on-vizzy-topo-chico-.html">told CNBC</a> at the time. "In order to prioritize focus, and put all our investments and efforts behind our two clear winners, that led us to the decision."</p><p>Since then, Vizzy has become one of the top-four seltzer brands in the US and Topo Chico Hard Seltzer will rollout across the US next year, <a href="https://www.forbes.com/sites/hudsonlindenberger/2021/10/28/molson-coors-earnings-call-reports-profits-and-further-results-from-their-2019-revitalization-plan/?sh=4c2ae0d84fbe">according to Forbes</a>.</p><h2>Truly's parent company dumps "millions of cases" of the hard seltzer</h2><div type="image" title="Two cans of Truly hard seltzer sit on bar with Truly-branded mat underneath" height="1665" width="2220" msid="87402109" hostid="261"></div><p>Boston Beer's Koch <a href="https://www.cnbc.com/2021/10/22/boston-beer-tossed-millions-of-cases-of-excess-truly-hard-seltzer-chairman-says.html">told CNBC</a> this month that the company overestimated the popularity of hard seltzers, getting overly "aggressive" about buying raw materials like flavors and cans and adding extra capacity to produce Truly, Koch said during an interview on "Closing Bell." </p><p>"Frankly, we overbought," he said. "And when the growth stopped, we had more of all those things than we were going to be able to use, because there is a shelf life."</p><p>Now, <a href="https://www.businessinsider.com/truly-extra-cases-thrown-away-why-not-discounted-2021-10">Boston Beer plans to throw away the excess cases</a> rather than sell them at a discount. Koch told CNBC that the company would rather eat the product than run the risk of selling customers stale Trulys.</p><p>But Boston Beer isn't the only company taking a hit when it comes to seltzers: Constellation Brands said in <a href="https://cbrands.gcs-web.com/static-files/77a19354-236e-4a2b-a9f0-78c716f05592">its most recent earnings</a> that it has excess inventory of hard seltzers "resulting from a slowdown in the overall category in the US." </p><h2>The craze has fizzled out, but seltzers are here to stay</h2><div type="image" title="hard seltzer" height="1356" width="1807" msid="87402110" hostid="261"></div><p>It would be oversimplifying it to say that the hard seltzer category as a whole is on the decline, or that the world has moved on from hard seltzer.</p><p>But it's safe to say that the craze is over, due in large part to how big the category gotten - Brandy Rand, an analyst with research firm IWSR, <a href="https://www.bloomberg.com/news/articles/2021-07-23/america-s-taste-for-hard-seltzer-is-suddenly-starting-to-wane?sref=BWbpWjRm">told Bloomberg</a> earlier this year that "the larger the category, the harder it is to achieve double and triple-digit growth." </p><p>Plus, the bigger players with large distribution networks are likely to edge out the seltzer upstarts still trying to gain a foothold in the market. "The winners are going to be the ones that have the best distribution," Lempert of SupermarketGuru.com told Insider in July. "That's No. 1."</p><p>At this point, the brands that will succeed will need to have "a clear point of difference," Molson Coors' CEO Hattersley said <a href="https://www.forbes.com/sites/hudsonlindenberger/2021/10/28/molson-coors-earnings-call-reports-profits-and-further-results-from-their-2019-revitalization-plan/?sh=4c2ae0d84fbe">during the company's most recent earnings call</a>.</p><p>"We have been saying for more than a year now that (hard seltzers) couldn't continue to grow at the pace they were at," he said. "But they are now a part of the alcohol space, and they are here to stay."</p>

Brands like White Claw and Truly changed the way Americans drink. But a crowded market and changing consumer behavior may have officially ended the hard seltzer craze.

I made Priyanka Chopra Jonas' boozy popsicle cocktail, and it's the perfect brunch addition

<ul class="summary-list"><li><keyword id="2092059" type="PERSON" weightage="60" keywordseo="Travis-Scott">Travis Scott</keyword> is partnering up with Anheuser-Busch to launch a <keyword id="9329097" type="UNKNOWN" weightage="60" keywordseo="hard-seltzer">hard seltzer</keyword> brand called Cacti. </li><li>The seltzers will hit shelves in spring 2021 with three initial flavors: lime, pineapple, and strawberry. </li><li>At 7% ABV, Cacti has a much higher <keyword id="6359858" type="UNKNOWN" weightage="60" keywordseo="alcohol">alcohol</keyword> content than White Claw and other popular spiked seltzers. </li></ul><p>In 2020, Travis Scott launched a special-edition <a href="https://www.businessinsider.com/travis-scott-earned-20-million-from-mcdonalds-partnership-report-2020-12">McDonalds meal</a> and drew millions of viewers to a <a href="https://www.businessinsider.com/travis-scott-fortnite-concert-12-million-live-viewers-2020-4">virtual Fortnite concert</a>. The rapper announced his latest brand deal on Thursday with beer brewing giant Anheuser-Busch.</p><p>The joint venture is a new hard seltzer brand called Cacti that will hit shelves in spring 2021. The beverage was inspired by Scott's love of tequila and incorporates tequila's main ingredient, Mexican blue agave, according to a company press release. </p><p>"Cacti is something I'm really proud of and have put a ton of work into," Scott said in a statement. "Me and the team really went in, not only on getting the flavor right but on thousands of creative protos on everything from the actual beverage, to the can concept, to the packaging and how it is presented to the world." </p><div type="image" title="CACTI VARIETY" height="1500" width="1500" msid="79785794" hostid="261"></div><p>Cacti will debut with three initial flavors - lime, pineapple, and strawberry - and a 7% ABV that's significantly higher than other hard seltzers on the market. White Claw is 3.7% ABV, while Bud Light Seltzer is 5%.</p><p><em><strong>Read more:</strong> <a href="https://www.businessinsider.com/mcdonalds-franchisees-shut-out-corporate-amid-heightened-tensions-2020-12?r=tl-sub">McDonald's franchisees give corporate the silent treatment, canceling non-essential meetings over millions of dollars in new costs</a></em></p><p>It will be brewed in Los Angeles and will be available in a 9-pack of slim 12-ounce cans, along with 16-ounce and 25-ounce singles. </p><p>Anheuser-Busch's parent company AB InBev is responsible for hundreds of big-name beer brands like Budweiser, Bud Light, Corona, and Stella Artois, and it's expanded into hard seltzer as the beverage has boomed in popularity in recent years. The Cacti brand joins other AB InBev seltzer offerings like Michelob Ultra seltzer, Bud Light Seltzer, and Bon &amp; Viv, which launched as the first hard seltzer in 2013. </p>

Travis Scott launches new tequila-inspired hard seltzer brand Cacti with Anheuser-Busch

<ul class="summary-list"><li>Americans are drinking more in 2020 and hard seltzer has helped fuel the trend, a new report released Wednesday found.</li><li>IWSR Drinks Market Analysis said that overall <keyword id="6359858" type="UNKNOWN" weightage="60" keywordseo="alcohol">alcohol</keyword> volumes are expected to have risen over 2% in 2020, tying that growth to increased global interest in <keyword id="9673027" type="UNKNOWN" weightage="60" keywordseo="spiked-seltzer">spiked seltzer</keyword> and other ready-to-drink alcoholic beverages like canned cocktails. </li></ul><p>Americans' love of hard seltzer is fueling growth in alcohol sales, a new analysis by IWSR Drinks Market Analysis has found. Overall alcohol sales volumes are expected to rise over 2% in 2020, the report said, with ready-to-drink sales volumes, which include hard seltzers and canned cocktails, increasing 43% globally during 2020.</p><p>Spiked seltzer has seen a meteoric rise in recent years. Bon&amp;Viv launched SpikedSeltzer in 2013, and it was bought and rebranded by beverage giant <keyword id="174137" type="COMPANY" weightage="60" keywordseo="Anheuser-Busch">Anheuser-Busch</keyword> in 2016. The brand <keyword id="9172230" type="UNKNOWN" weightage="60" keywordseo="white-claw">White Claw</keyword> entered the market in 2016, and two years later, went mainstream, sparking a firestorm on social media, with phrases like, "White Claw summer," and "ain't no laws when you're drinking claws."</p><p>Over the past two years, a number of other big-name alcohol brands have entered the hard-seltzer market. In July, Coca Cola announced that it would be creating a <a href="https://www.businessinsider.com/coca-cola-announces-topo-chico-hard-seltzer-2020-7">Topo-Chico hard seltzer</a>, and in 2019, Four Loko, Pabst Blue Ribbon, and Natural Light rolled out spiked seltzers of their own. </p><p>But the growth of hard seltzer comes at the expense of another beverage: beer. Analysts at IWSR expect that ready-to-drink volumes will see over 20% compound annual growth between 2019 and 2024, and will mostly eat up beer's market share. </p><p>Beer and wine sales have struggled, as many consumers choose to drink at home rather than at local bars and restuarants.</p><p>"The negative trends observed for beer and wine in 2019 are expected to continue to the end of 2020,<br />thanks to a combination of on-premise closures and consumers migrating across to hard seltzers," the report reads. </p><p>Since the outbreak of the COVID-19 pandemic, Americans have been drinking more. <a href="https://jamanetwork.com/journals/jamanetworkopen/fullarticle/2770975">A study published in September</a> found that Americans were drinking 14% more often since the start of the pandemic. But that trend isn't universal: IWSR's analysis found that while the US and Canada are expected to increase the amount of beverage volumes in 2020, the overall volume consumed is set to fall in 17 key markets, which include France, Germany, Japan, and the UK.</p>

Americans are drinking more alcohol in 2020, and a love of hard seltzer is fueling the rise

<img src="https://static-ssl.businessinsider.com/image/5e272e8a24306a661470d869-920/gettyimages-1168243612.jpg" alt="white claw" /><ul class="summary-list"><li>AB InBev has a master plan when it comes to the hard seltzer market.</li><li><strong>John Blood, the company's chief legal and corporate affairs officer and corporate secretary, spoke to Business Insider at the World Economic Forum in Davos about AB InBev's foray into seltzer.</strong></li><li>AB InBev owns seltzer brand Bon &amp; Viv, as well as other lines of spiked seltzer through its Bud Light and Natural Light brands.</li><li><strong>Blood said that AB InBev is less concerned with competitors like White Claw and more with fulfilling consumers' needs.</strong></li><li><a href="https://www.businessinsider.com/">Visit Business Insider's homepage for more stories.</a></li></ul><p>DAVOS, Switzerland - Demand for hard seltzer has bubbled up in recent years. As brands like Mark Anthony Brands' White Claw and Boston Beer Company's Truly proved to be a hit with consumers, UBS <a href="https://markets.businessinsider.com/news/stocks/beer-companies-stocks-best-for-hard-seltzer-boom-ubs-2019-7-1028400172">predicted</a> that the fizzy category could hit $2.5 billion by 2021.</p><p>And the trend certainly hasn't escaped the attention of global drink and brewing giant AB InBev. </p><p>John Blood, the chief legal and corporate affairs officer and corporate secretary for AB InBev, told Business Insider that his company has a "competitive advantage" in the seltzer market when it comes to consumer insights.</p><p>Blood said that this ability to cater to different customers - in conjunction with its "highest quality" beverage standards and its strong marketing and distributor teams - will help AB InBev mix things up in the hard seltzer market.</p><p>All that means is that InBev, according to Blood, is thinking less about rivals like White Claw, and more about what customers crave in a hard seltzer drink.</p><p>"We respect all the competitors out there," Blood told Business Insider when asked about White Claw's rise. "I think that for me it's really about what the consumers are saying. It's more about the consumer than it is about the competition."</p><p>AB InBev has already rolled out Natural Light and Bud Light seltzers. It also owns the 90-calorie spiked seltzer brand Bon &amp; Viv, which the brewing giant acquired back in 2016.</p><p>According to Blood, by rolling out options under the banners of new and longtime AB InBev brands, the company can appeal to a whole range of tastes. And by understanding a consumer's previous beverage preferences, AB InBev has a reference point for the taste profile they might enjoy in a seltzer. He gave the example of a consumer who might prefer white wine to beer.</p><p>"A triple hopped IPA is not going to deliver that," he said. "Someone who might be a white wine drinker, and has that flavor profile, they might say, 'Hey, a mango Bud Light seltzer has that fruity flavor. I'll go try that.'"</p><p>Blood said InBev had the advantage of employing experienced brewmasters at all levels of the company, notably chief supply officer Peter Kraemer and supply special projects global VP Jane Killebrew.</p><p>"I like to think we have the best brewmasters in the business," Blood said. "If anyone can make the highest quality liquid when it's coming out of a brewery, it's our guys and our female brewmasters."</p><p>He also singled out the company's marketing department's "great campaigns" and InBev's "unparalleled" distributor network in the United States.</p><p>As for the increased popularity of spiked seltzers, Blood said it can be viewed as a growing preference for lighter, clearer, and fruitier alcoholic options. </p><p>"We need to be flexible," he said. "We need to understand that the consumer is there. And we need to go and satisfy what the consumer demanded."</p><h2><a href="http://newsletter.businessinsider.com/join/4np/drivethru">Sign up for Business Insider's retail newsletter, The Drive-Thru.</a></h2>

AB InBev exec reveals how the company plans to dominate the seltzer market and what the brewing giant really thinks about White Claw

<p><strong><div class="KonaFilter image-container display-table"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/583453f2ba6eb66d268b57a0-2000/img0447.jpg" border="0" alt="smirnoff seltzer" data-mce-source="Leanna Garfield/Business Insider" /></div></div></div></strong></p><ul><li><strong>Hard seltzer could grow to be a $2.5 billion beverage category by 2021, according to analysis by UBS. </strong></li><li><strong>Sales of the beverages grew 164.3% in the last four weeks, according to data by Nielsen. </strong></li><li><strong>UBS' Sean King told Markets Insider the top five beer stocks that are best exposed to gain on the hype. </strong></li><li><strong><a href="https://markets.businessinsider.com/">Read more on Markets Insider.</a></strong></li></ul><hr /><p><span style="font-weight: 400;">Hard seltzer is taking the US by storm. </span></p><p><span style="font-weight: 400;">Sales of the canned fizzy beverages from brands like Whiteclaw, Truly, and Bon &amp; Viv have boomed over the last year. </span></p><p><span style="font-weight: 400;">The category, currently worth $550 million, could grow to reach $2.5 billion by 2021, said Sean King, an analyst at UBS. That implies an annual growth rate of 66% and a jump in consumption from 14 million cases in 2018 to 72 million cases in 2021. </span></p><p><span style="font-weight: 400;">"The numbers I think are surprising to everyone in the market," King said in an interview with Markets Insider. The strong growth of the category has shown investors that it's durable and not just a flash in the pan, he added. </span></p><p><span style="font-weight: 400;">Hard seltzer has converted beer, wine, and vodka drinkers. According to Nielsen data, hard-seltzer sales grew 164.3% in the last four weeks and roughly 200% over the past year. </span></p><p><span style="font-weight: 400;">Whiteclaw is leading the category with a 50% market share, and sales of the spiked seltzer were up 223% in the last four weeks. Whiteclaw is owned by Mark Anthony, a private company also responsible for Mike's Hard Lemonade. </span></p><p><span style="font-weight: 400;">Even though the spiked-seltzer market leader is privately held, King's analysis shows that hard seltzer presents a big opportunity for big beer and beverage companies that are releasing their own brands to compete. They could see a $200 million opportunity for each 10% share of the category they're able to capture. </span></p><p><span style="font-weight: 400;">Here are the top companies that are exposed to the hard seltzer trend bubbling up, according to King. </span></p><p class="tagline"><a href="https://www.businessinsider.com/intelligence/generation-z?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_hub&amp;itm_content=gen_z&amp;itm_campaign=generation-z"><img src="https://static.businessinsider.com/image/5d0b8e7123cf095839375a8e" alt="Generation Z from Business Insider Intelligence" border="0" style="width: 100% !important" /></a></p>

Hard-seltzer sales are booming in the US - and UBS says these 5 beer companies are best positioned to profit from the trend

<p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5d7015652e22af5958034466-2004/whiteclaw.jpg" border="0" alt="whiteclaw" data-mce-source="White Claw"><p class="source"><span>White Claw</span></p></img></div><p></p></div></div><ul class="summary-list"><li>The Midwest is leading social media mentions and search queries of <a href="https://www.businessinsider.com/category/white-claw">White Claw</a>, the leading hard seltzer brand.</li><li>In a recent analysis of 200,000 geotagged tweets referencing the drink during the months of July and August, Ohio topped the list. Midwestern states at large comprised a total of six of the top 10.&#xa0;</li><li>Ohio also claimed the top spot in Google Trends for searches of White Claw in the past 90 days, as well as for its competitor, Truly.&#xa0;</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</li></ul><p>The long-held belief is that trends tend to start on the coast, bubbling up in influential epicenters like New York City or Los Angeles before making their way to major metropolises across the nation. However, when it comes to the <a href="https://www.businessinsider.com/white-claw-beloved-by-bros-2019-8">national hard seltzer craze</a>, the Midwest has proven itself as a definitive taste-maker.&#xa0;</p><p>Sanjiv Gajiwala, senior vice president of marketing at <a href="https://www.businessinsider.com/category/white-claw">White Claw</a>, told Business Insider in August that the drink is performing strongly across the nation, noting there "aren't necessarily pockets where it's over-indexing the rest of the country" and "it's doing just as well in Montana as it is in Boston." Still, there appears to be overwhelming interest in the beverage and its related content -&#xa0; including "Claw is the law" memes and the popular Trevor Wallace satire video <a href="https://www.facebook.com/watch/?v=332091364372547">"*drinks White Claw once*"</a> - in the Midwest as opposed to other regions.</p><p><em><strong>Read more:</strong> <a href="https://www.businessinsider.com/white-claw-truly-natural-light-best-hard-seltzer-2019-8">We taste-tested hard seltzer from 9 popular brands and ranked them from worst to best&#xa0;</a></em></p><p>According to a recent analysis by <a href="https://thedaringkitchen.com/">The Daring Kitchen</a> - which examined 200,000 geotagged tweets that mentioned White Claw during the months of July and August - six of the top 10 states hailed from the Midwest, with Ohio leading the pack.</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5d70137c2e22af637e37c248-2184/white%20claw%20map.png" border="0" alt="white claw map" data-mce-source="The Daring Kitchen"><p class="source"><span>The Daring Kitchen</span></p></img></div><p></p></div></div><p>Ohio also took the top spot on Google Trends for search queries of White Claw in the past 90 days on both desktop and mobile, with fellow Midwestern states Wisconsin, Minnesota, Michigan, and Illinois rounding out the remaining top five spots.&#xa0;</p><p><br>Further, Ohio also reigned supreme in Google Trends searches for Truly, a White Claw competitor, though the rest of the list deviates slightly to include Delaware, South Dakota, Maine, and Arizona.&#xa0;</br></p><p>A search for Bon &amp; Viv yielded Maryland as the top state, though mirrored search patterns for White Claw and Truly in that the rest of the top five is from the Midwest.&#xa0;</p><p>Will the hard seltzer trend continue? Only time (and perhaps Google analytics) will tell.&#xa0;</p><div><script type="text/javascript" src="https://ssl.gstatic.com/trends_nrtr/1937_RC01/embed_loader.js"></script><script type="text/javascript"> trends.embed.renderExploreWidget("GEO_MAP", {"comparisonItem":[{"keyword":"white claw","geo":"US","time":"today 3-m"}],"category":0,"property":""}, {"exploreQuery":"date=today%203-m&amp;geo=US&amp;q=white%20claw","guestPath":"https://trends.google.com:443/trends/embed/"}); </script></div><div><script type="text/javascript" src="https://ssl.gstatic.com/trends_nrtr/1937_RC01/embed_loader.js"></script><script type="text/javascript"> trends.embed.renderExploreWidget("GEO_MAP", {"comparisonItem":[{"keyword":"truly","geo":"US","time":"today 3-m"}],"category":0,"property":""}, {"exploreQuery":"date=today%203-m&amp;geo=US&amp;q=truly","guestPath":"https://trends.google.com:443/trends/embed/"}); </script></div><div><script type="text/javascript" src="https://ssl.gstatic.com/trends_nrtr/1937_RC01/embed_loader.js"></script><script type="text/javascript"> trends.embed.renderExploreWidget("GEO_MAP", {"comparisonItem":[{"keyword":"bon &amp; viv","geo":"US","time":"today 3-m"}],"category":0,"property":""}, {"exploreQuery":"date=today%203-m&amp;geo=US&amp;q=bon%20%26%20viv","guestPath":"https://trends.google.com:443/trends/embed/"}); </script></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/amazon-prime-members-spend-more-money-sneaky-ways-2019-9">13 sneaky ways Amazon gets you to spend more money</a></h3>        <div>            <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/qBds7Wsf-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe><script>function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</script>        </div>    </div>

The Midwest has established itself as the epicenter of White Claw fever

<p><img src="https://static.businessinsider.com/image/5b214b711ae66220008b502e-2400/most-innovative-cmos-banner 4.png" border="0" alt="most innovative CMOs banner" data-mce-source="_" /></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5d1271e5e3ecba0a664ac223-1307/screen shot 2019-02-03 at 103341 pm.png" border="0" alt="Michelob Ultra Super Bowl 2019 ad" data-mce-source="Michelob Ultra/YouTube" data-mce-caption="Zoe Kravitz stars in Michelob Ultra's ad" data-link="https://www.youtube.com/watch?v=LXmlN9BAddg" /><p class="source"><span><a href="https://www.youtube.com/watch?v=LXmlN9BAddg">Michelob Ultra/YouTube</a></span></p><p class="caption">Zoe Kravitz stars in Michelob Ultra Pure Gold's ad.</p></div><p></p></div></div></p><ul class="summary-list"><li><strong><strong>Anheuser-Busch InBev's US chief marketing officer Marcel Marcondes </strong></strong><strong>chatted with Business Insider at the Cannes Lions Festival of International Creativity last week.</strong></li><li><strong>Marcondes, who was also named to <a href="https://www.businessinsider.com/most-innovative-chief-marketing-officers-2019-6">Business Insider's 25 most innovative CMOs list, </a>said his focus is not only driving the company's marketing, but also its innovation agenda.</strong></li><li><strong>As AB InBev emphasizes new products, it has launched an in-house agency and plans to use fewer outside agencies.</strong></li><li><span><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary"><span>Click here for more BI Prime stories</span></a></span><span>.</span></li></ul><p>This March, Anheuser-Busch InBev took over the Long Center for the Performing Arts in Austin during the SXSW Festival, hosting a mass-meditation session for frenzied festival-goers.</p><p>The stunt to promote the company's organic beer Michelob Ultra Pure Gold may seem like an odd fit for the beer brewer, but epitomizes its growth strategy, said its marketing chief.</p><p>"We want to go from being the industry leader to leading the industry," Marcel Marcondes, Anheuser-Busch InBev's US CMO, told Business Insider at the Cannes Lions Festival last week. "Until now, we've been convincing people to buy what we make. Now, we're trying to adjust what we make to offer them what they want."</p><h2>AB In-Bev has been trying to broaden its product portfolio</h2><p>As marketers play increasingly important roles in the C-Suite, Marcondes says that CMOs today must not only drive their companies' marketing but also innovation. For AB InBev, that innovation has been driven by necessity.</p><p>Beer sales have plummeted, with some of the most established brands <a href="https://www.businessinsider.com/bud-light-vs-coors-light-reveals-industry-struggle-2019-2"><span>struggling</span></a> as young people curtail or <a href="https://www.businessinsider.com/millennials-gen-z-drinks-less-drags-down-alcohol-sales-2019-2"><span>avoid drinking beer altogether</span></a>. AB InBev has adapted its products to meet changing tastes.</p><p><em>Read More: <a href="https://www.businessinsider.com/bud-light-budweiser-plan-future-anheuser-busch-cmo-2019-2">Anheuser-Busch CMO breaks down how Bud Light and Budweiser are facing 'brutal facts' as millennials ditch beer</a></em></p><p>The company has rolled out new products from the above-mentioned Michelob Ultra Pure Gold to the "premium" Bud Light Reserve, flavored drinks like Bud Light Orange and Bud Light Lemon Tea, as well as spiked seltzer like Bon &amp; Viv. It's put hefty spending behind some of these products - Michelob Ultra Pure Gold and Bon &amp; Viv had their own Super Bowl ads this year.</p><p>"The industry has traditionally been based on a few companies, with each one of them playing with two, or three brands maximum," said Marcondes. "We have a very clear strategy to bring more brands into the game to address different consumer needs, demographics and price points. We are now playing a portfolio game."</p><p>The strategy has begun to show results. Global revenue grew 4.8% in 2018 to more than $54.6 billion. Its US market share is still declining but was at its best in 2018 since 2012, said CEO Carlos Brito. From 10%, AB InBev now accounts for more than <a href="https://www.brewbound.com/news/anheuser-busch-inbev-revenue-tops-54-6-billion-in-2018">50% of the US beer industry's innovation volume,</a> with new products contributing more than $250 million in sales in 2018, Marcondes said.</p><p>"Marketing is not just a smoke and mirrors, or just something to address image but not results," said Marcondes.</p><h2>The beer maker is changing how it works with ad agencies</h2><p>AB InBev is also rethinking how it works with <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> agencies. Last month, the company launched an internal agency called Draftline, jumping on the trend of brands creating their own in-house agencies in search of speed, efficiency, and savings. The idea behind Draftline is to marry consumer data and creative more efficiently, be more agile, and scale personalized and local marketing. </p><p><em>Read More: <a href="https://www.businessinsider.com/inside-hersheys-in-house-agency-c-sweet-2019-6">Hershey's bet on in-housing is yielding sweet results, with overhead costs down 25%, output up fivefold and over $4 million saved in agency fees</a></em></p><p>"I'm not going to knock on Wieden + Kennedy's door and ask them to support me on ten different pilots that we're doing in ten different regions," Marcondes said. "Before we scale up for big markets, all of that is powered by Draftline."</p><p>Marcondes said Draftline does not pose a direct threat to agencies, but that the brewer plans to trim the number of agencies it works with. He said the goal isn't to cut costs but work with fewer agencies than can make a big difference. AB InBev works with more than 50 ad agencies, including Wieden+Kennedy, FCB, David, and VaynerMedia.</p><p>"Every year, we're streamlining the process, but we're doing it in a meritocratic way, because that's our culture," he said. "It's based on the creative work that they put on the table and the results that they deliver."</p><p>Marcondes also said that he was pushing for more accountability from AB InBev's agencies, with payment based on their results. He wouldn't be specific, but said that the company was already trying a model with a variable compensation piece tied to performance with a couple of agencies, which he said have "very specific targets based on business results."</p><p>"I don't believe in a model where they just get their retainer fees, and it doesn't matter what they deliver because the money's going to be there anyway," he said. "We need to be focused on driving results. We're trying to design a model where we define a percentage of the variable compensation, and also percentage of overachievement."</p>

Anheuser-Busch InBev's marketing chief makes the case for diversifying its portfolio and says it will trim its use of agencies as it prioritizes performance

<ul class="summary-list"><li>The lowest calorie alcohols are liquors like whiskey, tequila, gin, and vodka. </li><li>Low-calorie alcoholic beverages include vodka soda, light beer, and tequila with lime juice.</li><li>To reduce the calories in alcoholic beverages, skip sugary cocktails and simple syrups.</li></ul><p>Watching what you eat is a big part of losing weight and maintaining a healthy lifestyle - but watching what you drink can be just as important.</p><p>Alcoholic beverages are typically high in calories, with the average cocktail containing about <a href="https://medlineplus.gov/ency/patientinstructions/000886.htm" target="_blank" rel="noopener">222 calories</a>. And even if you skip sugary cocktails like Margaritas, pure <keyword id="6359858" type="UNKNOWN" weightage="60" keywordseo="alcohol">alcohol</keyword> still contains about <a href="https://www.health.harvard.edu/blog/should-alcoholic-drinks-come-with-calorie-labels-201505017971" target="_blank" rel="noopener">seven calories per gram</a>, which equates to roughly 207 calories per fl. oz. </p><p>Drinking in moderation, planning out your alcohol (and therefore calorie) consumption, and choosing alcoholic drinks with fewer calories can help you enjoy adult beverages while still maintaining a healthy weight.</p><p>Here's a look at the best alcoholic drink options for weight loss.</p><h2>What are the lowest calorie alcohols?</h2><p>Some of the lowest-calorie alcohols include liquor like vodka or gin, whereas liqueurs are some of the highest calorie options. </p><table style="border-collapse: collapse; width: 100%; height: 429px;" border="1"><tbody><tr style="height: 51px;"><td style="width: 49.9363%; height: 51px;"><p><a href="https://www.rethinkingdrinking.niaaa.nih.gov/Tools/Calculators/Calorie-Calculator.aspx" target="_blank" rel="noopener"><strong>Alcohol</strong></a></p></td><td style="width: 49.9363%; height: 51px;"><p><strong>Calories per serving</strong></p></td></tr><tr style="height: 51px;"><td style="width: 49.9363%; height: 51px;"><p>Vodka </p></td><td style="width: 49.9363%; height: 51px;"><p>97 calories per 1.5 fl. oz.</p></td></tr><tr style="height: 51px;"><td style="width: 49.9363%; height: 51px;"><p>Whiskey </p></td><td style="width: 49.9363%; height: 51px;"><p>97 calories per 1.5 fl. oz.</p></td></tr><tr style="height: 51px;"><td style="width: 49.9363%; height: 51px;"><p>Tequila </p></td><td style="width: 49.9363%; height: 51px;"><p>97 calories per 1.5 fl. oz.</p></td></tr><tr style="height: 51px;"><td style="width: 49.9363%; height: 51px;"><p>Gin </p></td><td style="width: 49.9363%; height: 51px;"><p>97 calories per 1.5 fl. oz.</p></td></tr><tr style="height: 51px;"><td style="width: 49.9363%; height: 51px;"><p>White wine</p></td><td style="width: 49.9363%; height: 51px;"><p>125 calories per 5 fl. oz.</p></td></tr><tr style="height: 51px;"><td style="width: 49.9363%; height: 51px;"><p>Red wine </p></td><td style="width: 49.9363%; height: 51px;"><p>121 calories per 5 fl. oz. </p></td></tr><tr style="height: 51px;"><td style="width: 49.9363%; height: 51px;"><p>Liqueurs  </p></td><td style="width: 49.9363%; height: 51px;"><p>165 calories per 1.5 fl. oz. </p></td></tr></tbody></table><p><br />You can still drink alcohol and lose weight despite its high-calorie content, says <a href="http://www.drnicoleavena.com/about.html" target="_blank" rel="noopener">Nicole Avena</a>, PhD, an assistant professor in neuroscience at <a href="https://www.mountsinai.org/profiles/nicole-m-avena-blanchard" target="_blank" rel="noopener">Mount Sinai Medical School</a>. </p><p>When choosing cocktails, you can make a few simple adjustments to your normal order or simply opt for a mixed drink that you know has fewer calories. Here are some of the best options: </p><h2>1. Tequila with fresh lime juice </h2><p><strong>Calorie count: </strong>About <a href="https://fdc.nal.usda.gov/fdc-app.html#/food-details/1102612/nutrients" target="_blank" rel="noopener">150 calories</a> for eight fluid ounces.</p><p>This drink is a lower-calorie take on a margarita, which has about <a href="https://medlineplus.gov/ency/patientinstructions/000886.htm" target="_blank" rel="noopener">330 calories for eight fluid ounces</a>. Avena suggests looking for a tequila that is 100 percent agave, meaning it doesn't have many common additives, like sugar or corn syrup, which can increase calories. </p><h2>2. Vodka soda </h2><p><strong>Calorie count: </strong>About <a href="https://fdc.nal.usda.gov/fdc-app.html#/food-details/1102594/nutrients" target="_blank" rel="noopener">100 calories</a> for eight fluid ounces. </p><p>Soda water is a great alternative to sodas as it's carbonated and bubbly but with zero calories. Fresh fruit juice can add flavor to your drink, though they do come with a few extra calories - but not nearly as much as syrup. For example, one fluid oz of orange juice contains about <a href="https://fdc.nal.usda.gov/fdc-app.html#/food-details/1102613/nutrients" target="_blank" rel="noopener">15 calories</a> whereas one tablespoon of <a href="https://fdc.nal.usda.gov/fdc-app.html#/food-details/1103953/nutrients" target="_blank" rel="noopener">simple syrup</a> has 35. </p>Related Article Module: Electrolytes 101: Everything you need to know about these essential minerals<p>Drinking soda water can also help keep you hydrate, which is especially important when drinking alcohol, Gaston says. That's because alcohol is a <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5537780/">diuretic</a>, meaning it causes you to urinate more, making your body lose fluids and electrolytes which can dehydrate you. </p><h2>3. Light beer </h2><p><strong>Calorie count: </strong>About <a href="https://www.rethinkingdrinking.niaaa.nih.gov/Tools/Calculators/Calorie-Calculator.aspx" target="_blank" rel="noopener">103 calories for 12 fluid ounces</a>.</p><p>If you like to drink beer, light beer is a great alternative to regular beer, which has about <a href="https://www.rethinkingdrinking.niaaa.nih.gov/Tools/Calculators/Calorie-Calculator.aspx" target="_blank" rel="noopener">153 calories per 12 fluid ounces</a>. Some examples of light beers include:</p><ul><li>Bud Light</li><li>Coors Light</li><li>Miller Light</li></ul><h2>4. Mojito minus the syrup<strong> </strong></h2><p><strong>Calorie count: </strong>About <a href="https://medlineplus.gov/ency/patientinstructions/000886.htm" target="_blank" rel="noopener">100 calories</a> for eight fluid ounces.</p><p>A classic mojito is made with rum, club soda, lime, mint, and sugar or simple syrup. Holding the syrup can save you anywhere from 40 to 70 calories, Avena says, depending on the size of the drink and the type of syrup used. </p><p>Mint is great in mojitos and can also add a punch of flavor in the absence of syrups or juices, Avena says. Mint is also rich in nutrients, like <a href="https://fdc.nal.usda.gov/fdc-app.html#/food-details/173474/nutrients" target="_blank" rel="noopener">vitamin A</a> (about <a href="https://fdc.nal.usda.gov/fdc-app.html#/food-details/173474/nutrients">17% DV</a> per two tablespoons), and may also <a href="https://pubmed.ncbi.nlm.nih.gov/10604046/" target="_blank" rel="noopener">help relieve indigestion</a>. </p><h2>5. <keyword id="6358230" type="UNKNOWN" weightage="60" keywordseo="diet">Diet</keyword> tonic and gin</h2><p><strong> </strong><strong>Calorie count: </strong>About <a href="https://www.rethinkingdrinking.niaaa.nih.gov/Tools/Calculators/Calorie-Calculator.aspx" target="_blank" rel="noopener">100 calories</a> for eight fluid ounces. </p><p>A gin and tonic is a classic cocktail, but tonic water is high in calories - about 83 <a href="https://fdc.nal.usda.gov/fdc-app.html#/food-details/171869/nutrients" target="_blank" rel="noopener">calories for 8 fluid ounces</a>. Simply swapping diet tonic for regular can easily cut the calories of this drink in half.  </p><p>You can make a gin and tonic more flavorful without adding too many calories by adding fresh lemon or lime juice and throwing in some fresh herbs like rosemary or mint, Gaston says. </p><p>You could also use a stevia-based water flavor enhancer, like Stur or Sweetleaf, to boost the sweetness for very few additional calories. </p><h2>6. Hard Seltzer </h2><p><strong>Calorie count: </strong>About <a href="https://fdc.nal.usda.gov/fdc-app.html#/food-details/1748800/nutrients" target="_blank" rel="noopener">100 calories</a> for 12 fluid ounces. </p><p>Hard or spiked seltzer is essentially carbonated water combined with alcohol and fruit flavoring. Spiked seltzers have gained popularity in recent years, making up about <a href="https://nielseniq.com/global/en/insights/analysis/2020/hard-seltzer-defies-categorization-and-limits-as-the-most-resilient-alcohol-segment-in-u-s/" target="_blank" rel="noopener">10% of the beer and flavored malt beverage market</a>.  </p><p>Some common brands of hard seltzers include:</p><ul><li>White Claw</li><li>Truly</li><li>Bon &amp; Viv</li><li>Wild Basin</li></ul><h2><strong>Tips for healthy drinking </strong></h2><ul><li><strong>Skip sugary cocktails</strong>. Many cocktails combine high-calorie alcohol with sugary mixers. Reducing sugar can also prevent a hangover. </li><li><strong>Drink in moderation</strong>. Drinking excessively can harm many organs in the body, including the <a href="https://www.niaaa.nih.gov/alcohols-effects-health/alcohols-effects-body" target="_blank" rel="noopener">liver, heart, and brain</a>. The <a href="https://www.cdc.gov/alcohol/fact-sheets/alcohol-use.htm" target="_blank" rel="noopener">Centers for Disease Control (CDC) </a>defines moderate drinking as one drink or less a day for women and two drinks or less a day for men. </li><li><strong>Stay hydrated.</strong> Drinking alcohol dehydrates you. Drinking a glass of water between alcoholic beverages can help keep you stay hydrated and reduce the risk of a hangover. </li></ul><h2>Insider's takeaway </h2><p>Alcoholic beverages contain a lot of calories, but you can still drink alcohol as part of a healthy lifestyle. Drinking in moderation and choosing lower-calorie options, like vodka and soda water or a diet gin and tonic, can help you keep calories and sugar to a minimum.</p><a data-type="605a329ef952ef42ce0ab151">5 healthier alcoholic drinks to have instead of beer and sugary cocktails</a><a data-type="60085eb2ead9697efd2a8f91">5 easy ways to curb drinking alcohol</a><a data-type="5ec153003ad8611c4777f405">How to lose weight and keep it off with the right diet and mindset</a><a data-type="6082fb3f6381683dd007a3b2">The benefits of a sugar detox and 7 tips for how to do one effectively, according to dietitians</a>

6 delicious, low-calorie alcoholic drinks

<img src="https://static-ssl.businessinsider.com/image/5dfb8229855cc2342c514f22-2400/ap19155614755209.jpg" alt="Walmart" /><ul class="summary-list"><li><a href="https://www.businessinsider.com/category/walmart">Walmart</a> is adding more local <a href="https://www.businessinsider.com/category/craft-beer">craft beers</a> and high-end wines and spirits to its stores as shoppers demand more premium alcohol options, according to Jason Fremstad, VP of adult beverages for Walmart US stores.</li><li>The products that Walmart is leaning more into include <a href="https://www.businessinsider.com/category/hard-seltzer">hard seltzers</a>, hazy India pale ales (IPAs), low-calorie IPAs, seasonal <a href="https://www.businessinsider.com/category/beer">beers</a>, canned <a href="https://www.businessinsider.com/category/wine">wine</a>, and premium brands of wine and spirits, such as Buffalo Trace, Decoy, Justin, and <a href="https://www.businessinsider.com/category/veuve-clicquot">Veuve Clicquot</a>.</li><li>In one recent experiment, Walmart bought a single barrel of Buffalo Trace <a href="https://www.businessinsider.com/category/bourbon">bourbon</a> for one of its stores. The store sold out of bottles from the barrel in six days.</li><li>Fremstad said he's watching drinking trends closely, and betting on a surge in <a href="https://www.businessinsider.com/category/tequila">tequila</a> popularity. "I think the one spirit that nobody talks enough about is the growth of tequila," he said. </li><li><a href="http://newsletter.businessinsider.com/join/4np/drivethru">Sign up for Business Insider's retail newsletter, The Drive-Thru.</a></li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories.</a></li></ul><p>Walmart is overhauling its adult beverage aisles to bring in more hyper-local craft beers and high-end wines and spirits.</p><p>The company is making the changes because Walmart shoppers are demanding more premium alcohol options, according to Jason Fremstad, VP of adult beverages for Walmart US stores. </p><p>"There's been a significant shift in our assortment this year to make sure that we are not just taking care of our customers with all the core offerings they expect, but really getting into that premium and innovative assortment that we're really not known for at this point," he said.</p><p>Walmart's "core offerings" include domestic brands such as <a href="https://www.businessinsider.com/category/bud-light">Bud Light</a>, <a href="https://www.businessinsider.com/category/miller-light">Miller Light</a>, and <a href="https://www.businessinsider.com/category/coors-light">Coors Light</a>, he said.</p><p>The products that Walmart has started leaning more into include hard seltzers, hazy India pale ales (IPAs), low-calorie IPAs, seasonal beers, canned wine, and more premium brands of wine and spirits, such as Buffalo Trace, Decoy, Justin, and Veuve Clicquot.</p><h2>Walmart bought a single barrel of bourbon and it sold out in six days</h2><p>In one recent experiment, Walmart bought a single barrel of Buffalo Trace <a href="https://www.businessinsider.com/category/bourbon">bourbon</a> for one of its stores. The store sold out of bottles from the barrel in six days. (Bourbon that is bottled from a single barrel is considered more premium than bourbon that is mixed together from multiple barrels).</p><p>"We got great feedback from customers, so that's something that we'll continue to do more of," Fremstad said of the single-barrel offering.</p><p>The company has also been working to add more craft beers to its stores, in part through "well over" 100 meetings with local and national craft suppliers and brewers, he said. </p><img src="https://static-ssl.businessinsider.com/image/5dfb811d855cc2328814da62-920/walmart adult beverages available for pickup.jpg" alt="Walmart Adult Beverages Available for Pickup" /><p>"We actually localize our assortment down to the store level," Fremstad said. From consumer research, Walmart has learned the importance of carrying beers from shoppers' neighborhood breweries in its stores.</p><p>"The further that your store is from a craft brewery, the less important [their beers] are to our customers," he said. </p><p>Customers appear to be responding positively to the beer-selection changes.</p><p>"What we define as local is what literally is driving our craft business," he said.</p><h2>Betting on a surge in tequila growth</h2><p>Walmart's beverage-aisle overhaul started in the spring and will continue well into next year. </p><p>In the meantime, Fremstad and his team are closely watching what Americans are drinking, and trying to distinguish between trends that might be short-lived and those that have staying power.</p><p>"I would say the growth of hard seltzers has caught us all by surprise," Fremstad said, referring to the surging popularity of hard-seltzer brands such as White Claw, Truly, Bon &amp; Viv, and more.</p><p>"The growth that has come over the last few years in hard seltzer is phenomenal," he added.</p><p>Fremstad said he expects hard-seltzer sales to remain strong, due to a "a large customer base that really wants to enjoy an adult beverage that's low on calories and low on carbs, but is not light beer."</p><p>Other spirits he expects to see continued growth in include sparkling wines, ros<a href="https://www.google.com/aclk?sa=l&amp;ai=DChcSEwi30Km98cHmAhUFGAwKHQ1KDiIYABAAGgJxYg&amp;sig=AOD64_0mSvh0uGGZ3tK4fSoHVBvaIdZyaA&amp;q=&amp;ved=2ahUKEwiK-6G98cHmAhWFiOAKHZlvBXAQ0Qx6BAgSEAE&amp;adurl="></a>é<a href="https://www.google.com/aclk?sa=l&amp;ai=DChcSEwi30Km98cHmAhUFGAwKHQ1KDiIYABAAGgJxYg&amp;sig=AOD64_0mSvh0uGGZ3tK4fSoHVBvaIdZyaA&amp;q=&amp;ved=2ahUKEwiK-6G98cHmAhWFiOAKHZlvBXAQ0Qx6BAgSEAE&amp;adurl="></a>, and bourbon.</p><p>"Sparkling wine continues to grow, and then from a spirit standpoint, I don't see bourbon slowing down," he said.</p><p>Fremstad is also betting on a surge in popularity for tequila. </p><p>"I think the one spirit that nobody talks enough about is the growth of tequila," he said. "I mean tequila is growing incredibly fast - and really the premium tequila, not your college tequila."</p><p class="tagline"><a href="https://www.businessinsider.com/intelligence/future-of-retail?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=walmart&amp;itm_campaign=future-of-retail-2"><img src="https://static.businessinsider.com/image/5dcb11a63afd37083c1cbb6b" alt="Exclusive FREE Slide Deck: Future of Retail: Delivery &amp; Fulfillment by Business Insider Intelligence" style="width: 100% !important" /></a></p>

Walmart wants you to buy more alcohol from its stores, so it's adding more high-end options like Veuve Clicquot and Buffalo Trace

<p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5d4c7b551aedf8162c59ad26-1729/nattyseltzer.jpg" border="0" alt="NattySeltzer" data-mce-source="Courtesy of Anheuser-Busch InBev"><p class="source"><span>Courtesy of Anheuser-Busch InBev</span></p><p class="caption">Natural Light Seltzer comes in two flavors.</p></img></div><p></p></div></div><ul class="summary-list"><li><a href="https://www.businessinsider.com/category/natural-light">Natural Light</a> is looking to compete in the <a href="https://www.businessinsider.com/white-claw-beloved-by-bros-2019-8">rapidly growing hard-seltzer market</a> with its own take on the popular beverage, called Natural Light Seltzer.</li><li>In an attempt to differentiate itself from leading <a href="https://www.businessinsider.com/white-claw-beloved-by-bros-2019-8">competitors like White Claw</a>, Natural Light Seltzer offers a higher alcohol content, larger cases of 12 and 24 cans, and a cost that will be 20% cheaper on average.&#xa0;</li><li>"This is a first, in many ways, because it is the first established beer brand to bring a seltzer proposition into market," Ricardo Marques, vice president of core and value brands at Anheuser-Busch, told Business Insider.</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</li></ul><p>In a push to capitalize on the <a href="https://www.businessinsider.com/white-claw-beloved-by-bros-2019-8">exploding popularity</a> of hard seltzer, <a href="https://www.businessinsider.com/category/natural-light">Natural Light</a> is launching a version of its own - Natural Light Seltzer.&#xa0;</p><p>Anheuser-Busch, the parent company of Natural Light, rolled out Natural Light Seltzer on Monday in two flavors: Catalina Lime Mixer and Aloha Beaches. In an attempt to differentiate from leading hard-seltzer brands like White Claw, Bon &amp; Viv, and Truly, Natural Light Seltzer has a slightly higher alcohol content - at 6% ABV compared to the average 5% - and is available in larger cases of 12 and 24 cans.&#xa0;</p><p>The drink will also cost 20% less on average than its competitors, continuing to build upon Natural Light's reputation as a cheaper beverage option beloved by college-aged drinkers.&#xa0;</p><p>"It's a more affordable option, which is a gap today in the seltzer segment from a product standpoint," Ricardo Marques, vice president of core and value brands at Anheuser-Busch, told Business Insider. "From a brand standpoint, we're bringing the fun personality of Natural Light. This is a first, in many ways, because it is the first established beer brand to bring a seltzer proposition into market."</p><p><em><strong>Read more</strong>: <a href="https://www.businessinsider.com/white-claw-beloved-by-bros-2019-8">'Claw is the law': Why American 'bros' suddenly can't get enough of White Claw hard seltzer&#xa0;</a></em></p><p>The debut of Natural Light Seltzer comes on the heels of <a href="https://www.businessinsider.com/beer-giant-tries-to-win-beer-haters-new-flavors-2019-3">Anheuser-Busch's May launch of Naturdays</a>, a strawberry-lemonade-flavored beer notable for its Instagrammable, brightly colored cans covered with flamingos.</p><p>Marques said the drink was strategically rolled out to coincide with the forthcoming college back-to-school period, a time filled with alcohol-laden welcome-week parties and football tailgates. He anticipates the drink will have an edge over competing brands due to its captive audience of young consumers who are already loyal imbibers of Natural Light's other products.</p><p>Natural Light is also very active on social media, where its witty, tongue-in-cheek persona has attracted more than 32,000 followers on Twitter and more than 86,000 followers on Instagram. In its announcement of Natural Light Seltzer on Monday, the brand wrote "That's right, we made a f------ seltzer."</p><p>&#xa0;</p><p>"Natural Light is one of the most talked about brands in the industry when you look at social mentions," Marques said. "It is at the heart how this brand communicates with its audience. If you look at our Twitter channel for instance, or everything that that we do that is social media-first, we have a very solid base with the young legal drinking consumer."</p><p>The two flavors were designed to be twists on the most popular flavors currently dominating the market, according to Marques. Catalina Lime is a blend of black cherry and lime, while Aloha Beaches is a mix of mango and peach.&#xa0;</p><p>"It seemed like the timing was perfect for a Natural Light Seltzer," Marques said.&#xa0;</p><div><blockquote class="twitter-tweet" lang="en"><p>That's right, we made a f***ing seltzer.<br><br>Introducing the two newest members of the Natural Light fam: Catalina Lime Mixer &amp; Aloha Beaches. 6% ABV hard seltzer. LFG <a href="https://t.co/MXAcGuCQVE">pic.twitter.com/MXAcGuCQVE</a></br></br></p>- Natural Light  (@naturallight) <a href="https://twitter.com/mims/statuses/1160904478289252352?ref_src=twsrc%5Etfw">August 12, 2019</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/wagyu-beef-steak-cows-from-japan-so-expensive-2019-8">The rarest steak in the world can cost over $300. 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Natural Light is coming out with its own hard seltzer to compete with 'bro' favorite White Claw

<p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5d408523100a2468ab736122-2004/whiteclaw2.jpg" border="0" alt="whiteclaw2" data-mce-source="White Claw"><p class="source"><span>White Claw</span></p><p class="caption">White Claw hard seltzer is having a moment, especially with bros.</p></img></div><p></p></div></div><ul class="summary-list"><li><a href="https://markets.businessinsider.com/news/stocks/beer-companies-stocks-best-for-hard-seltzer-boom-ubs-2019-7-1028400172">As hard seltzer fever sweeps the nation</a>, the drink is becoming synonymous with an unexpected demographic: young millennial men who identify as "bros."</li><li>White Claw, the dominant brand in the category, has become the subject of a rising number of viral YouTube videos and memes poking fun at the popularity of the drink in places like fraternity houses.</li><li>Hard seltzer enthusiasts are likening the drink's popularity to Smirnoff Ice, famous as the inspiration for "icing," the viral drinking game started by a group of fraternity brothers in 2010.&#xa0;</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories.</a></li></ul><p>Though Ben Shea hadn't heard of White Claw when he first tried it in June, after one sip of the black cherry-flavored alcoholic fizzy water, he was instantly hooked.&#xa0;</p><p><span style="font-weight: 400;">"</span><span style="font-weight: 400;">It's ridiculously good. If I'm at at a party now and someone offers me an IPA or a White Claw, I definitely take a White Claw," Shea, a producer based in Santa Monica, told Business Insider.&#xa0;</span></p><p><span style="font-weight: 400;">After his auspicious introduction to the drink, Shea became an unabashed hard seltzer enthusiast. As he packed his bags for a recent weekend getaway with a group of male friends, he brought along a few cases of White Claw,</span><span>&#xa0;hoping to spread the gospel of the refreshing, low-calorie boozy beverage. </span></p><p><span></span><span>Though Shea said the group teased him upon seeing the sleek white cans, slinging insults about the </span><span>seemingly girlish drink, </span><span>they spent the entirety of the weekend drinking it to excess.&#xa0;</span></p><p><span style="font-weight: 400;"></span><span style="font-weight: 400;">"I'm a bro, I do dude things and get stoked and all that," Shea said. "But I also just feel comfortable saying I like White Claw and that it's good."</span></p><p><span style="font-weight: 400;">Shea and his crew are not alone in their sentiments. </span><span style="font-weight: 400;">At barbecues, on beaches, at fraternity parties,</span><span style="font-weight: 400;">&#xa0;legions of men are suddenly singing the praises of hard seltzer</span><span style="font-weight: 400;">.</span></p><p><span style="font-weight: 400;">"Throw a dart at my fraternity composite and you'll find a guy who's into hard seltzer," a college junior and fraternity member told Business Insider, requesting anonymity as he is not yet of legal drinking age.</span></p><h2>The memeificaiton of White Claw</h2><p><span style="font-weight: 400;"><a href="https://www.nielsen.com/us/en/insights/article/2019/how-ready-to-drink-beverages-and-packages-are-shaking-up-the-adult-beverage-market/">According to Nielsen</a>, hard seltzer sales increased by 66.2% in the past year, driven largely by growing demand from millennial drinkers seeking new options in malt beverages beyond traditional beer. As hard</span><span style="font-weight: 400;"> seltzer's star rose, it became the <a href="https://www.brewbound.com/news/nielsen-total-beer-dollar-sales-up-5-percent-during-july-4-holiday-week">top growing segment</a> in the beer category during the lucrative Fourth of July weekend. </span><span style="font-weight: 400;">I</span><span style="font-weight: 400;">t's now slated to become a booming $2.5 billion category by 2021, according to analysis from UBS.</span></p><p><span style="font-weight: 400;"><em><strong>Read more:</strong> <a href="https://markets.businessinsider.com/news/stocks/beer-companies-stocks-best-for-hard-seltzer-boom-ubs-2019-7-1028400172">Hard-seltzer sales are booming in the US - and UBS says these 5 beer companies are best positioned to profit from the trend</a></em></span></p><p><span style="font-weight: 400;">However, while the beverage is clearly resonating among consumers of all backgrounds and genders at equal measure, <span>it's finding a surprising </span>niche among one particularly vocal group of drinkers online: bros.</span></p><p><span style="font-weight: 400;">For the unitiatied, <a href="https://www.urbandictionary.com/define.php?term=Bro">Urban Dictionary defines "bros"</a> as "o</span><span style="font-weight: 400;"><span>bnoxious partying males who are often seen at college parties" and "usually just stand around holding a red </span>plastic cup<span> waiting for something exciting to happen so they can scream [about] how much they enjoy partying." According to this definition, the men "often wear&#xa0;a rugby shirt and a baseball cap."</span></span></p><p><span style="font-weight: 400;">"It's interesting because the younger demographic [of men that] broadly gets defined as 'bro culture' is very active on social media," said <span>Sanjiv Gajiwala, SVP of marketing at </span><span>White</span><span>&#xa0;</span><span>Claw. "T</span>hey're very passionate and they love sharing things that they think are fun, so I think it's caught the attention of a lot of people."</span></p><p>In June, YouTube star Trevor Wallace shared his latest viral hit, "Drinks White Claw Once," a four-minute, tongue-in-cheek video mocking the growing mass of seltzer bros. In the clip - which currently has more than 1.5 million views on YouTube and 265,000 comments on Facebook -&#xa0; Wallace tries the beverage and is aesthetically transformed.&#xa0;</p><p>His simple black T-shirt becomes a Hawaiian print button-up and his bleach blond hair is suddenly adorned with a baseball cap and Wayfarer sunglasses. The look is a nod to a stereotypical frat bro.&#xa0;</p><p>"If you think about it, LaCroix is just a virgin White Claw," Wallace riffs. "It's like a Four Loko that went to private school. Ain't no laws when you're drinking Claws!"&#xa0;</p><p>&#xa0;</p><p>In the following weeks, the video inspired several response posts and videos. A quick search for "White Claw" and "bro" on Twitter yields hundreds of results.</p><p>Most importantly to White Claw though, it helped boost the already skyrocketing profile of the brand. White Claw - owned by the private company Mark Anthony, which also operates Mike's Hard Lemonade - currently dominates the market with <a href="https://www.brewbound.com/news/nielsen-total-beer-dollar-sales-up-5-percent-during-july-4-holiday-week">more than 55% of hard seltzer share,</a> even as a growing number of competitors like Truly and Bon &amp; Viv look to compete.&#xa0;</p><p>&#xa0;</p><p>&#xa0;</p><p>&#xa0;</p><p>Vivek - a software designer in Seattle who requested that his last name be withheld in order to protect his privacy - said that though his group of friends largely describes themselves as "nerds and gamers that don't identify with party culture," they've taken a shining to White Claw.</p><p>"It's become a meme across internet culture," he said. "There are a lot of people joking about White Claw and saying things ironically, like 'Dude, what if we just hung out and had, like, two cases of White Claw?'"</p><p>Vivek said part of hard seltzer's appeal, both in terms of taste as well as through the lens of internet culture, is its simplicity.</p><p><span style="font-weight: 400;">"</span><span style="font-weight: 400;">It doesn't offend anyone. It's a very, very inoffensive drink. If</span><span style="font-weight: 400;"> you want to bring something to a gathering that everyone can enjoy, hard seltzer is an easy bet," he said.&#xa0;</span></p><h2><strong>'You got Clawed, brah!'</strong></h2><p><span>Matt Lindner, a content marketing manager in Chicago who refers to hard seltzer as "bougie water," said he foresees White Claw as the next Smirnoff Ice, the drink best known for starting the cultural phenomenon known as "icing."</span></p><p><span>In 2010, <a href="https://www.nytimes.com/2010/06/09/business/media/09adco.html">a New York Times article</a> described the then-fledgling trend&#xa0; as "the nation's biggest viral drinking game," citing the outsized popularity of the act among men. </span><span> According to the article, the game originated within the Pi Kappa Alpha fraternity house at the College of Charleston, where the brothers claim to have both created the rules and first shared them publicly on BroBible.com.&#xa0;</span><span></span></p><p><span>"The premise of the game is simple: hand a friend a sugary Smirnoff Ice malt beverage and he (most participants have been men) has to drink it on one knee, all at once - unless he is carrying a bottle himself, in which case the attacker must drink both bottles," journalist J. David Goodman wrote.&#xa0;</span></p><p>At the time, several now-defunct blogs and websites like<span> BrosIcingBros.com and You Got Iced depicted videos of the game, leading to its widespread virality.&#xa0;</span></p><p>&#xa0;</p><p><span><a href="https://twitter.com/mattlindner/status/1153862467073826816">On Twitter</a>, Lindner prophesized a day in which White Claw will follow a similar path as its malt beverage predecessor</span>, when "bros will start showing each other cans of the Claw, making each other take a knee and yelling 'YOU JUST GOT CLAWED BRAH.'"</p><p><span><span style="font-weight: 400;">"White Claw strikes me as something that came out of a Lonely Island video," Lindner told Business Insider. "I remember seeing White Claw for the first time and I thought of the video for 'I'm On A Boat.' The way it's packaged, the way it's marketed, it feels like it's being tailored to that 'living your best life' mentality."</span></span></p><p><span><span style="font-weight: 400;">Shea, the hard seltzer fan from Santa Monica, said the growth of White Claw has also reminded him of the height of the Smirnoff Ice days, noting that his friend even proposed to his now wife after he was brought to his knees in an act of icing.&#xa0;</span></span></p><p><span style="font-weight: 400;">"I think people are afraid to just say they like it and that it's good, so they have to do it ironically," he said. "It's similar to what happened with icing, it's not</span><span style="font-weight: 400;"> seen as your stereotypical guy drink."</span></p><div><iframe width="560" height="315" src="//www.youtube.com/embed/FApbkER3uIY" frameborder="0" allowfullscreen=""></iframe></div><div><blockquote class="twitter-tweet" lang="en"><p>do u even White Claw, bro?</p>- Tommy Pico  (@heyteebs) <a href="https://twitter.com/mims/statuses/1156218179875565568?ref_src=twsrc%5Etfw">July 30, 2019</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div><div><blockquote class="twitter-tweet" lang="en"><p>Drinking white claws is actually cool and masculine as long as you say "claw me bro" before someone hands you a claw</p>- Matt's House of Burgesses  (@How_I_Beat_Shaq) <a href="https://twitter.com/mims/statuses/1124714929368518656?ref_src=twsrc%5Etfw">May 4, 2019</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div><div><blockquote class="twitter-tweet" lang="en"><p>Do you even <a href="https://twitter.com/WhiteClaw?ref_src=twsrc%5Etfw">@WhiteClaw</a> bro ⁉️ <a href="https://t.co/kIFywRhryK">pic.twitter.com/kIFywRhryK</a></p>- Xzavier Ayure  (@Xzavier_Ayure) <a href="https://twitter.com/mims/statuses/1156340183459123201?ref_src=twsrc%5Etfw">July 30, 2019</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div><div><iframe width="560" height="315" src="//www.youtube.com/embed/AiFOPRJk65o" frameborder="0" allowfullscreen=""></iframe></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/starbucks-mcdonalds-dunkin-animated-map-shows-where-coffee-comes-from-2019-7">This animated map shows where Starbucks, Dunkin', and McDonald's coffee comes from</a></h3>        <div>            <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/vghltupd-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe><script>function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</script>        </div>    </div>

You Searched For "bon viv" and got 12 results

Brands like White Claw and Truly changed the way Americans drink. But a crowded market and changing consumer behavior may have officially ended the hard seltzer craze.

Avery Hartmans

I made Priyanka Chopra Jonas' boozy popsicle cocktail, and it's the perfect brunch addition

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Travis Scott launches new tequila-inspired hard seltzer brand Cacti with Anheuser-Busch

Tim Levin

Americans are drinking more alcohol in 2020, and a love of hard seltzer is fueling the rise

Isabella Jibilian

AB InBev exec reveals how the company plans to dominate the seltzer market and what the brewing giant really thinks about White Claw

Cadie Thompson,Áine Cain

Hard-seltzer sales are booming in the US - and UBS says these 5 beer companies are best positioned to profit from the trend

Carmen Reinicke

The Midwest has established itself as the epicenter of White Claw fever

Bethany Biron

Anheuser-Busch InBev's marketing chief makes the case for diversifying its portfolio and says it will trim its use of agencies as it prioritizes performance

Tanya Dua

6 delicious, low-calorie alcoholic drinks

Erin Heger,Kailey Proctor

Walmart wants you to buy more alcohol from its stores, so it's adding more high-end options like Veuve Clicquot and Buffalo Trace

Hayley Peterson

Natural Light is coming out with its own hard seltzer to compete with 'bro' favorite White Claw

Bethany Biron

'Claw is the law': Why American 'bros' suddenly can't get enough of White Claw hard seltzer

Bethany Biron