Hard seltzer is exploding in growth as big and small brands jump into the crowded space with new products—and consumers are buying.
If you’ve watched any NFL games on TV in the past few weeks, you could not have avoided noticing the flood of ads: Bud Light launched its hard seltzer this month, Bud Light Seltzer.Yes, and yes—and the data supports Bud Light’s late entry into the market. UBS, in its second “hard seltzer pulse check survey,” finds that category awareness of hard seltzer among consumers is way up in every metric since September.
UBS also reports findings on why people are drinking so much hard seltzer: the biggest driver is taste ; then it’s because they “like trying new things” ; then “seeking variety” ; and, tied with the previous reason, the belief that it’s “healthier” than other beverages . It’s interesting that, despite all the hard seltzer marketing that has focused on the product having fewer calories, taste and newness trump health appeal.
But unfortunately for the rest of the field, UBS sees Truly as “the greatest beneficiary of this growth across our coverage.”
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