All this has helped hard seltzer’s hot streak. During the 15-week “pandemic period” ending June 13, sales of hard seltzer quadrupled compared to the previous year. Over 52 weeks, sales soared to $2.7 billion, according to Nielsen data. Aren’t we all drinking more of everything at home, you may ask? Well, yes. But while beer sales were up about 11% compared to the same period last year, hard seltzer sales were up 224%.

Nielsen reports hard seltzer brands such as White Claw and Truly that are unaffiliated with big beer labels currently control about 75% of the hard seltzer market, but major players are coming for this market. Bud Light Seltzer and Corona Seltzer both launched in 2020, and in July Coca-Cola announced that Topo Chico hard seltzer is around the corner for select Latin American markets, which means hard seltzer is angling to be the drink of many seasons to come.

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